InfoTrends Studies Printers’ Cross-Media Evolution and Vendors’ Role

WEYMOUTH, MA—August 17, 2011—Recent research indicates that print service providers (PSPs) understand the critical importance of getting into cross-media marketing services. A survey of 285 print service providers shows that 58 percent of respondents are offering some level of cross-media marketing services today. Furthermore, 87 percent of respondents were either offering these services today or had plans to offer them in the next 24 months.

However, PSP buy-in alone is not the only factor needed to make cross-media marketing successful. A critical component in advancing this market evolution will be support from equipment and software vendors. The vendor community has a major role to play through training, education, and marketing support.

In InfoTrends recently released study—entitled “The Evolution of the Cross-Media Marketing Service Provider”—its research confirms that PSPs are seeking assistance from vendors in several areas, including self-promotion, marketing and sales, business development services, pricing strategies and tactics, and technical training. Furthermore, offering cloud-based services can help more firms get established in the market while also assisting those that have already made the shift to cross-media.

Which of the following kinds of support are you seeking from vendors in terms of cross-media services?


These results are in line with what PSPs consider the major concerns and pain points in offering cross-media marketing initiatives to their customers. Among PSPs who were currently offering cross-media services, the top challenges were determining how to price services and educating clients. Those who were planning to offer services believed that training staff on campaign execution and determining how to price services were the top challenges.

“The good news is that vendors can help PSPs,” commented Lisa Cross a Senior Consultant at InfoTrends and the project manager of the research study. InfoTrends offers the following recommendations to vendors:

• Work with your clients—Industry vendors that work with their clients to develop a full understanding of their specific service offering stage will be better positioned to help drive business forward.