Print is the New Digital Champion


By Travis Seaton

Frequently in our client engagements, we uncover “turf wars” that exist between siloed marketing groups who fight for their share of the budget to run somewhat independent programs. Here’s how it typically breaks down:

— The digital team is interested in driving performance online;

— The retail team is interested in driving in-store sales;

— The print team is just trying to survive since there is no real “print” channel.

That’s right. What is usually missing in the gladiator-style battles for funding is the understanding that the print program is, in fact, supporting all channels. Companies who thrive embrace print as a mechanism to support online and retail store traffic sales, understanding that all channels will benefit … (click to read more)