The New Frontier for In-Plants: Providing Marketing Services

摘要

The evolving role of print was the topic of a keynote panel of senior marketing executives Xerox assembled at the On Demand show earlier this year. The wide-ranging discussion touched on key trends that are changing the way marketing is done:rn1. The rise of "always-on" electronic media,rn2. The increasingly varied and complex media landscape andrn3. The new mandate to show return on investment.rnRegarding print, these executives - from Anderson Direct Marketing, Chrysler LLC, the CMO Council, Universal Pictures and Young & Rubicam - said that printers are no longer at the end of the supply chain. Today, marketers, creatives and print providers work in partnership to develop innovative campaigns that employ multiple media to drive return on investment. They called upon printers to come forward with their ideas and educate marketers on these capabilities.