We often talk about transforming your direct marketing campaigns (and your business) with data. It’s been a major talking point here at the DMA Conference, and this was reflected with Monday’s keynote presentations from Terry Jones and Nate Silver. The promise and perils of Big Data, including data management, data mining and predictive modeling, have been hot topics at the show. So have the resurgence of direct mail in certain verticals and the importance of multichannel providers.
With that in mind, Steve Myrvold, VP Operations, and I set out to find more direct feedback from our customers on what these trends mean to IWCO Direct from an operations perspective. What are they talking about? What products and services do they need? This information is very valuable – as is time spent on the show floor to see what others are touting as strengths and capabilities.
The color digital platform is on everyone’s mind. It will allow marketers to create a more emotional connection with prospects and customers by leveraging data modeling to create über-relevant messaging. Our customers are already creating strategies to leverage technologies that are focused on reducing postage expenses and increasing response. But they also need help in understanding how to optimize the use of digital to drive ROI. This need reinforces our new direction and strategy around expanded digital print capabilities and enhanced creative design services. It also aligns with our new Marketing Sciences initiatives, which will provide better data analytics, list management and multichannel services.
It’s clear there is a major market shift underway towards full-color digital print, which will also increase the need for complementary services to help clients take better advantage of the potential of digital.
What we learned at DMA 13 validated our recent capital plan, which centers on strategic investment in digital technology. We plan to increase our capacity and capabilities with both new digital print and high tech bindery/finishing equipment.
That’s all from another busy day at the DMA 2013 Conference. We enjoyed spending time with sales team members and customers to hear firsthand what they’re looking for. Be sure to check back tomorrow for our final thoughts from the show.
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