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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “How Personalization Shrinks the B2B Sales Cycle” discusses the evolution of the marketing construct and how personalization marketing has come to the forefront of attracting and converting sales targets, particularly with B2B buyers. Identifying website visitor traffic on your website is now an integral piece of the marketing puzzle, especially when looking to develop and implement personalization tactics.

The rise of personalization targeting in marketing and advertising is due in large part to the new normal, in that the individual is now more powerful than the corporation. In fact, this individual power ascendance was predicted in the book ‘China Megatrends - The 8 Pillars of a New Society,’ by which personalization has now come to prominence. This individual power rise is changing and challenging how communication strategies are created, and more importantly, the manner in which personalized marketing messages are received and responded to.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Marketing and Advertising Consistency Builds Brand Equity” examines why brand equity is either raised or lowered, and more importantly what role does marketing consistency play, or the lack thereof, when it comes to moving the brand equity needle.

The term ‘Brand Equity’ currently fails to make the top ten trending buzzwords being tossed about in the marketing and advertising ocean. Instead, terms such as content marketing, mobile devices, influencer marketing, social media marketing, SEO, SEM, video content marketing, direct mail marketing, email marketing, big data, personalization, and marketing trends appear to be the most talked about elements aboard marketing cruise ship analogies navigating their way around the global marketing oceans.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Understanding Personalization Variances Helps Increase ROI,” takes a deep dive into the personalization aspects of segment marketing and uncovers better methodology to speak one to one with each customer prospect.

We’ve covered various aspects of personalization, both from a digital standpoint as well as from the traditional one, albeit within a general marketing task, including the benefits of Variable Digital Print’s personalization attributes.

That said, most marketers and advertisers agree that personalization fails in and of itself, to provide enough insight for each individual target within the segment to be marketed to.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “What Print Buyers Are Looking For In 2017” outlines several ways printers can attract and sell to print buyers in the 21st Century.  All things being equal, commercial printers that can provide eye-popping collateral, combined with solutions engineered to increase brand awareness and ultimately ROI, will be the winners in 2017.

Not very long ago, the selling mantra for commercial printers focused on showing up to see if print buyers had any bids on the table, and in most cases, they did have one ready to go.  However, that sales methodology is long gone, and today that approach serves as one of the quickest ways for print buyers to take a qualified pass for number of reasons. Buyer retorts such as, “your prices are too high,” or “ there aren’t any bids on the table right now,” to name a few, are words that close the door on sales opportunities.

The world has changed and is continuing to change at a very rapid pace, particularly with the advent of so many choices and options now available. Print buyers are faced with an enormity of challenges, and most notably, in the age of accountability, buyers’ purchasing decisions have consequences.

Bottom line, organizations buying print must demonstrate to their stakeholders that their print marketing strategies work, and that’s where the tide is changing.

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