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InfoTrends Launches Study Examining Cross-Media Marketing Opportunity

(Weymouth, MA) November 09, 2009 . . . The direct marketing communications business and its ecosystem are in a dramatic state of change with the convergence of three realities that have been building in strength over the past decade:

• Consumers are “always on” and in control—they enjoy more connectivity and interaction than ever before.
• The media environment has become more complex than any marketer could have imagined ten years ago.
• There is intense pressure for marketing executives and their service providers to demonstrate return on investment (ROI).

Marketing executives are seeking tools and services to design and implement cross-media direct marketing strategies. InfoTrends defines cross-media marketing as the comprehensive range of traditional (i.e., print, mail, radio, and TV) and digital media (i.e., Internet, mobile, and social media) options that can be used in a marketing communications program to deliver a targeted, measurable, and integrated marketing message.

To help direct marketers, technology vendors, and service providers achieve success with cross-media marketing, InfoTrends is launching a new multi-client study entitled Capturing the Cross-Media Direct Marketing Opportunity. The study will:

• Provide a comprehensive analysis of the cross-media direct marketing value chain
• Profile direct marketers’ strategies, priorities, and “killer campaigns” by key vertical industries
• Assess critical requirements to effectively integrate print, Web, mobile, and social media
• Highlight leading applications, business models, and enabling technologies
• Measure market size and forecasts for cross-media technology tools and services

Chris Bondy, a Group Director at InfoTrends, commented, “Cross-media campaigns present a highly effective way to communicate with customers, as they offer the opportunity to enforce a message via several touchpoints. Businesses are recognizing the high ROI that can be generated by these campaigns and they are seeking providers that can help them execute.” Bondy continued, “Cross-media is creating a fresh and more fluid communications opportunity and revitalizing the market. Marketers, solutions vendors and service providers must re-align marketing campaigns to support the real-time dialog that B2C and B2B customers require.”

For more information on the study or to sign up as a participant, contact Keith LaVangie at +1 ext. 132 or e-mail . Early subscriber discounts are available until February 1, 2010.

InfoTrends, a Questex company, is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. Additional information about InfoTrends is available on the Web at www.infotrends.com.

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