PRINTER news

• Customer segmentation is a behavioral targeting strategy that takes a combination of data and shapes them into coherent marketing groups.

• While only 39 percent of U.S. marketers surveyed believe segment-driven marketing is very important in their organization today, a full 84 percent indicate that it will be more important three years from now.

Types of Advertising U.S. Marketers Use to Market to Specific Customer Segments

Ad Type – % of respondents
Online advertising – 75%
Search engine marketing – 64%
Direct mail – 55%
Off-line advertising – 51%
Sponsorships – 34%
Other – 9%
None of the above – 2%
Survey sample size: 381

Source: Compete Inc., as cited on company blog, as reported by eMarketer.com.

To read the complete Print in the Mix research summary 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).

The board of directors of the Printing Industries Alliance (PIAlliance) recently concluded a successful campaign to support PrintPAC, which works to support pro-industry legislation in congress. The campaign reached its goal of 100 percent participation, and 30 individuals, including board members, past chairmen and staff, contributed $5,605 to PrintPAC.

Pamella Stomel has joined Ramsey Press, Mahwah, NJ, as an account executive. She is a graduate of RIT’s School of Print Media.

Mooresville, NC-based Victory Press has selected Robert Smith to lead its sales force. In other company news, Victory Press has installed a DigiVac 44-page booklet finishing system.

Three appointments have been made at SandyDirect, Sandy Alexander’s St. Petersburg, FL, direct mail division (formerly known as MGA). Sharon Pratt has been promoted to vice president of human resources, and will also retain her role of environmental health and safety compliance manager. Ray Maderich is the new sales account executive, responsible for sales in Wisconsin, Minnesota, Iowa, Missouri and Kansas. Steve Danglade has joined as sales account executive, responsible for sales in Ohio, Indiana, Michigan, Kentucky and Western Pennsylvania.

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