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Marketing Collateral Discussions


Welcome to the Dove Direct Print and Marketing Blog. Today's post is an update from our highly read "Unified Marketing Builds Brand Equity, Part 2" that reflects on how brand equity in the age of holistic minded consumers is evolving.

Acknowledging that building brand equity requires a unified marketing strategy whereby all customer facing channels share unified marketing and messaging collateral, in 2019 the stakes have been raised, particularly in how consumers view what a brand does, outside of selling products and services.

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Welcome to Dove Direct's Marketing Collateral Blog.  Today's Post The Internet of Things - Part 1 - "Brand Equity Update" is an update focusing on retaining brand equity in the age of heightened social media participation.  As we welcomed 2019, The Internet of Things (IoT) had dramatically altered the customer experience which points to an omnipresence level of engagement that replaces one-way customer communications.  In addition, this updated post demonstrates the differences two major airlines implemented in responding to customer incidents, that being United Airlines (2015) and Cathay Pacific Airlines (2019).

When Google launched in 1994, the journey of a robust internet began.  About 10 years later, sometime around the mid-2000s, IoT emerged to reshape global communications.  In fact, the surge in Internet-connected devices, driven mostly by computer and mobile phone sales, changed the landscape in that for the first time, a trend was established whose growth rate eclipsed that of the global population. As 2008 rolled around, accompanied by the Great Recession of 2008, notwithstanding the global economic woes, the planet had become laden with more Internet-enabled devices than the global population.  Hence, the IoT had been catapulted to the front of the communications line.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “How Print Improves 2019 Digital Marketing Trends” identifies the top digital marketing trends emerging for 2019 coupled with print’s direct mail marketing platform, that when used together increases ROI. Regardless of the marketing mediums, or channels a brand may be investing in to publish and distribute marketing messages, it all comes down to how human behavior responds to and receives the information they are searching for. That said, instant gratification has risen to new heights, thanks in part to technological advances. In fact, it matters little on which devices are being used to access the online environment, from desktops and laptops, to tablets, and even smartphones. If the experience fails to be seamless and easy, you can rest assured that lead generation as well as the ROI goals will fail to meet expectations.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Determining Print Marketing Value in 2019 and Beyond” continues to be a conversation among brands and marketers as the digital onslaught proceeds unabated as the future unfolds. Of course there is constant clamoring hammering a plethora of reasons why print marketing’s future is dying. Further, it’s also common knowledge that the majority of news outlets have moved to online channels. Notwithstanding any of the above, media agencies have also updated their business models to acquiesce to consumer digital demands. However, it is not without notice that news outlets and print marketing have parted ways to an extent, and that most notably direct mail marketing is actually experiencing a resurgence of sorts in recent years.

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