May 15, 2012
How print can learn a trick from online to improve its relevance.
In the latest issue of Wired was an insightful article on A/B testing. In short A/B testing is a process that allows you toÂ run two variants of a web-page and use analytics to discover which one gets the best response. The differences can be graphical, such as the use and position of pictures and text; typographical such as font, font size and colour or textual, tweaking the wording used. For more in-depth the original feature is here: The A/B Test: Inside the Technology That’s Changing the Rules of Business.
While the Wired piece was primarily about the use of A/B testing for websites, there must be print applications where it could be an equally powerful tool. Of course, not any printing would do. It has to be digital printing to enable the rapid production of two different variants to be tested. Then there is measurability, which necessitates the use of PURLS, QR Codes or similar to enable tracking consumer interaction. Read more »
Dec 15, 2010
According to a press release from yesterday, RR Donnelley acquired the assets of Nimblefish Technologies, a provider of marketing automation software and solutions. From the press release:
R. R. Donnelley & Sons CompanyÂ announced today that it has acquired the assets of San Francisco-based Nimblefish Technologies, a provider of multi-channel marketing services to leading retail, technology, telecom, hospitality and other customers. Nimblefish’s innovative software services include integrating direct mail, email, web, PURL and variable video components into multi-touch, multi-channel customer prospecting and engagement programs.
“Nimblefish will increase the range of multi-channel solutions that we provide to our customers,” said Thomas J. Quinlan III, RR Donnelley’s President and Chief Executive Officer. “The addition of Nimblefish’s innovative products will enable our customers to draw on RR Donnelley for automated programs that touch customers and prospects with intelligent rules-based messaging that is responsive to their interests and actions. This will leverage our extensive digital platform which offers the ability to personalize communications in quantities from one to millions.”
As stated in the press release, RR Donnelley intends to leverage Nimblefish and its marketing automation technology to offer additional cross-media capabilities and services to its customers. This is an area that has been of increasing interest to print service providers of all sizes that are trying to offer more comprehensive multi-channel and digital marketing services. Read more »
Aug 11, 2010
Print has been the ultimate portable media for a very long time–ever since someone thought to write on a tablet that could be transported rather than writing on a cave wall. Today, devices like smartphones and iPads have become a primary source of portable media from which we can obtain information and communicate. Technology is certainly moving fast, but that doesn’t mean that print has to be left in the dust. In just the past several weeks, the market has seen tremendous examples of companies that are combining print and mobile technologies to deliver enhanced value.
Throughout 2010 and 2011, Calvin Klein will be featuringÂ a new ad campaign promoting its X jeans. Three billboards (at Houston and Lafayette Street in New York, at West 20th Street and 10th Avenue in New York, and at Sunset Boulevard and Havenhurst Drive in Los Angeles) are displaying a Calvin Klein QR code that gives device users access to a mobile video featuring models in the company’s latest X jeans. The QR code included in Calvin Klein’s billboards enables consumers to scan at street level to view an exclusive 40-second spot on their mobile devices.
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Jul 6, 2010
The recent recession, technological advances, and the rapid cultural shift to real-time communications have created the perfect situation for change in marketing strategies, priorities, and services. Smartphones are enabling “always-on” consumers and knowledge workers to consume more electronic media and to proactively participate in social media with photos, videos, and real-time messaging. The wholesale shift in how consumers and knowledge workers communicate and respond to various offers has prompted marketers and advertisers to react by delivering more integrated campaigns across a variety of different media — including Web, mobile, social, and print channels.
Figure: U.S. Mobile Phone Penetration, 1981-2009
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