June 2017

Marketers know that success hinges on identifying customer behaviors and preferences, then offering products or services that respond to their needs. Marketers have more data about their customers than ever, and they also have access to technologies that can reach customers where they are with relevant messages via the best channels. Corporations of all sizes want to use the data that they have to guide marketing efforts in a more effective direction. 

Panel Presenters:
Debora Haskel, VP Marketing and Corporate Communications, IWCO Direct
Peter Barzach, Vice President of Operations, Data-Mail, Inc.
John Downing, Chief Technology Officer, Impact

The Data-Driven Marketing session highlighted the basics of variable messaging techniques and how to introduce your customers to its power. After an overview presentation, the panel discussed examples of successful campaigns, challenges, and lessons learned. 

The “D” in DMA took on a new meaning in 2016. On the eve of the professional group’s 100th anniversary in October, the Direct Marketing Association rebranded itself to become the Data & Marketing Association. This new naming convention reflects the fact that data- driven marketing is going to get bigger, better, and more integrated into consumers’ experiences in the coming years. Consumers crave spot-on experiences, and savvy marketers want to deliver! Data-driven marketing services represent a double-digit growth opportunity for service providers (print and agencies).

The thINK board tasked agency Trekk in developing an interactive engagement experience for the thINK conference that would assist in creating fun, dynamic interactions between event attendees and thINK sponsors.

Inspired by the thINK Conference venue location, Boca Raton, Florida, Trekk developed the “Greetings from thINK” campaign. This augmented reality (AR) game included a unique postcard for each partner booth using Florida motifs. 

When most of your competition is still living in a digital toner-based world, what can you do to stand out? For Carmel, Ind.-based Bacompt, a provider of data processing, printing and mailing for high-security documentation, the solution was production inkjet. High-security documents necessitate fast turnarounds, a low cost per piece due to the sheer volume of jobs, and data-intensive printing and processing. So when Bacompt needed to update its capabilities, an Océ VarioPrint i300 color sheetfed inkjet press fit the bill.