Print in the Mix: Multi-Channel Approach to Marketing Improves Campaign Performance vs. Print-Only Campaigns A new study from InfoTrends entitled “Multi-Channel Communications Measurement and Benchmarking” found that:
• Marketers report an average improvement of 35 percent for multi-channel campaigns (using print, e-mail and Web landing pages) over single-channel, print-only campaigns.
• Personalization brings even more improvement to campaign performance. Marketers reported an average improvement of close to 50 percent for personalized multi-channel campaigns over static, print-only campaigns.
• Multi-channel communications also present a significant opportunity for print service providers to increase profitability. Two thirds of service provider respondents that offer multi-channel services reported improvements in overall revenues as a result of multi-channel communications, and half of these service provider respondents agree that campaigns utilizing print, e-mail and Web landing pages offer high, if not the highest, profitability among their services.
The study findings are based on surveys of more 200 corporate marketing professionals and over 300 service providers in the United States who are currently engaged in multi-channel communications. To qualify for participation in this survey, the marketers were required to be using more than one medium for their marketing activities.
The service providers were required to offer multi-channel campaign services. Due to this qualification, the mix of service provider respondents is not representative of the overall commercial printing market.
To read this Print in the Mix Fast Fact and additional print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).
Bill McDonald has joined the sales team at Baltimore-based Bindagraphics Inc. He is now responsible for sales in the Mid-Atlantic region.