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Mannone agreed and expanded on this point. "Print in the
way of labeling and packaging, I think, is especially ripe for new technology," she said. "The Internet of things enables us to connect product to our Web and mobile technology, and it all starts with labeling and packaging."
5. Respect data
Data—collecting it, cleaning it and analyzing it—can be an issue in any marketing campaign, but it can be even more challenging for a cross-media or multichannel campaign. "It's critical to gain a holistic view of how each communication touch point interacts with or informs the next," Mannone said. "That requires a change in mindset.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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