Knowledge is power
Steven Kiernan, Printing World, 13 February 2009
As marketing clients look to target their mailings with increasing accuracy, getting into data management can open up a new world of business possibilities for the astute print company Big Brother is watching you, and he knows where you live. And what you earn. And where you shop. It's true that there are vast libraries of data held on each and every one of us, something that puts civil liberties groups into a spin. Some forward-thinking printers, however, are turning this data boom to their advantage by taking up data management.
Read the full article at: http://www.printweek.com/news/880741/Knowledge-power/
Comment from Adare's Andrew Woodger within the article:
."We want to engage with clients at a strategic level," says data services director Andrew Woodger. He says clients themselves are being more strategic with their marketing budgets. The answer is to be "channel agnostic", he adds. The focus is data, not output. The more complementary services a firm can offer, the more tempting it becomes. "Where we see the market moving is clients looking for true marketing communications business that can create the offer, identify the audience and deliver the communication," says Woodger.
The traditional campaign creation cycle of London agency, data specialist and printer is becoming outmoded, says Woodger. What customers want, he adds, is "disintermediarisation". In other words, clients can be drawn to a one-stop-marketing-shop.
