Direct Marketers Defeat Delete with New Digital Solutions from Kodak
ROCHESTER, NY—Oct. 25, 2010—Email and online media have been used successfully for years to deliver the right message to the right person at the right time. However, as email traffic has increased and inboxes have become practically unmanageable, recipients increasingly use the “delete” key before opening direct marketing messages. New technologies make it possible to create highly-personalized, 1:1 direct mail—at the low cost of traditional printing—to engage consumers as never before. Adding an interactive component, such as a pURL or QR code, to direct mail pieces can generate even stronger results.
“The changes taking place in marketing and communication—which represent the type of fundamental changes facing many industries—present exciting opportunities for agencies and brand owners to find new, innovative ways to engage consumers,” said Eric Owen, Vice President of Customer Development, Digital Printing Solutions, Kodak. “Marketers want the most cost-effective campaign and don’t care which media deliver it. At the IDEA Conference, we’ll discuss and show examples of how marketers can create meaningful and relevant communications and develop the right media mix that generates greater return on marketing investment.”
Innovation serves as the bridge that connects change with transformation, inspiring companies to move into new markets, develop new technologies, change their business model and find new ways of engaging customers. That’s the message that Kodak’s Eric Owen will share during his presentation, “Change Inspires Innovation,” at Ad Age’s IDEA Conference, Oct. 28 at SIR Stage37 in New York.
Ad Age’s IDEA Conference (http://amiga.adage.com/ideacon10/) showcases the innovative ways that companies across a wide spectrum of industries are building their businesses. The annual event is designed to provide attendees with inspiration for bringing innovation and new ways of thinking into their organizations.
Owen’s presentation takes place as part of a new integrated program to advertisers and marketers that promotes how the Kodak Prosper Press Platform and other digital printing innovations from Kodak can contribute to the change that marketers want. A website featuring original content for marketers, http://www.Kodak.com/go/WeWantChange, serves as the cornerstone of the campaign. Other components include print and online advertising, social media, videos and events.