Cross-media Services: Tomorrow’s Tools Today
A few printers/integrated marketing solutions providers have quickly ascended to the top of the cross-media mountain, not the least of which is Mosaic, of Cheverly, MD. Joel Zelepsky, senior vice president of sales and marketing, says his company's five-year foray started out with variable data and image printing, and demonstrating to customers the power that can be found in a database.
With an eye on putting info to better use, the variable data produced direct mail, which led to PURLs, temporary sites and microsites. The PURL would come in the form of a postcard, sending recipients to a landing page. As its staff of programmers grew, Mosaic found it easier to broaden its contribution to the electronic aspect of an integrated marketing solution. It opened the door to Web hosting and Web surveying, followed closely by Web-based storefronts for sophisticated Web-to-print vehicles. Mosaic also offers Cyprus, a Web-based digital asset management solution that provides clients 24/7 storage and access to a client's photo gallery, so to speak.
"It's been evolutionary for us, and we're finding that it's becoming more the norm," Zelepsky notes. "You hear the term solution provider; we're actually a solution consultant in cross-media. We are all-inclusive from print to the Web, and everything in between, from the start of a client's list to the delivery/mailing of it. It's been growing and we feel it's where the future lies.
"Print will play just as important a role as the other elements of cross-media," he adds. "It's more controlled, more defined, and not as much guessing. Our customers know their demographics. They're targeting certain areas, looking for reactions. They're counting on us to print pieces that will cause those reactions. And they're counting on our Websites to record that information accurately, so clients can make intelligent marketing decisions on what they want to sell."