A major international study commissioned by the American Marketing Association (AMA) indicates a serious disconnect between consumers and marketers may lead to some inertia in technology and digital marketing expenditures in the U.S. The study, which conducted in-depth interviews with consumers and marketers in each of the world’s two largest markets -- the U.S. and China -- found that U.S. consumers have already peaked in their use of dominant digital media formats, especially social and online gaming, but U.S. marketers are continuing to increase their investments in both (+68% and +25%, respectively). The study also found American consumers are less than keen on the benefits of nine key ad tech “innovations” -- things like personalized ads, micro-influencers, employee influencers, augmented reality, and IoT-connected home devices -- than U.S. marketing spending would justify.
When, in 2006, Ken McNerney and his partners bought the Miamisburg, Ohio, printing company that today operates as Think Patented, they knew that the thought process behind the acquisition would have to take them beyond basic printing and mailing.
“We never believed that print was dying,” McNerney, CEO and managing partner, says. “But we realized that if all you are going to be is a printer, you would struggle.”
Acting on that insight, Think Patented charted a straight path into the realm of omnichannel and multichannel marketing: a challenging but growth-driving specialty where other printers — but not necessarily all printers — can achieve their own measures of success.
McNerney’s intuition was spot on. Today, marketers who buy printing probably won’t be content to deal with shops that have nothing to offer except printing. For print service providers with additional capabilities, on the other hand, the opportunities can be abundant.
more at source: https://www.piworld.com/article/swimming-channels-offering-multichannel-marketing-services/