Toronto-based Crawford Technologies, provider of document solutions that streamline, improve and manage customer communications, have announced the release of a new whitepaper it commissioned from analyst firm, Madison Advisors. The research evaluates how leveraging customer preferences can achieve customer retention, operational efficiency and revenue-growth goals.

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Ashley Roberts

In 1995, Cece Smith and her husband, Barney Smith, opened a traditional commercial print shop. Today, she is also the CEO of San Antonio-based Toolbox Studios, a full-service marketing and branding firm that specializes in print, social media management, Web design and development, and more. Five years ago, their print business model made an incredible transformation with the addition of an HP Indigo digital press and a trip to Dscoop.

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In an article published by Printing Impressions, "Print's Role in an Omnichannel World," Gina Ferrara, senior analyst at Madison Advisors, explains that millennials actually respond positively to direct mail.

“They’re the digital native generation,” she says. “However, despite the fact that they’re ‘mobile first,’ they do like to receive direct mail. So that’s an opportunity for marketers to use printed communications as another channel in an omnichannel marketing strategy.”

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Print and digital communications can and should be complementary aspects of a comprehensive, omnichannel marketing campaign. Gina Ferrara, senior analyst at Madison Advisors, explains that despite the fact that consumer preferences are different and may change depending on the vertical, brand or product, there still needs to be consistency across all means of communication.

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