Today saw the annual release of PrintWeek’s Product Portfolio for Personalisation Software. What’s interesting from the editorial is the belief that cross media communication is simply about adding personalised URLs (PURLs) to a printed campaign to continue a conversation with a customer.
With a raft of companies now claiming to offer ‘cross media capabilities’ – it is important I believe for those looking to invest in a cross media solution that they do their homework first – and make sure that you are looking at the right software and vendors for the right reasons.
The two types of customer
In my experience I believe that there are two types of customer that I meet – the ‘Me too’ and the ‘Forward Thinker’.
Mr. Me-To is the sort of cost conscious person that knows that his organisation needs ‘cross media’ but only wants the spend the minimum in order to get it. With these people they tend to look at several products, some of which will do various elements in order to achieve a goal. For example they might look at PrintShopMail as a cheap VDP tool and then throw it into the mix PURLs by using MindFire. Whilst this approach will deliver on the simple ‘Cross Media’ dream it will not deliver on the long term value proposition; which is driving the market.
On the other hand Mr. Forward-Thinker has a different approach. They invariable know that to be successful they have to differentiate themselves in the market and they need to be fast, responsive and creative. Services-lead not product-focussed. For these people scalability & Integration are the primary goals – they need a solution that will deliver on all fronts, and provide a level comfort regardless what application […]