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Traditional firms embrace digital

A MULTICHANNEL WORLD

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Eastman Kodak Co.'s Graphic Communications Group is at the heart of its new marketing services efforts. The unit offers customization and one-to-one marketing via digital print; it also works directly with b-to-b marketers and commercial printers on developing, executing and measuring multichannel campaigns. “For commercial printers, it's not just about print; it's multichannel,” said Robert J. Barbera, principal of Kodak's MarketMover Business Advantages Solutions, a product unit of GCG. “Here, data is hugely relevant.” Another new Kodak offering is Design2Launch, a Web-based workflow and brand-asset management solution that enables the organization and distribution of packaging and marketing artwork and layout designs. Overall, it's not hard to understand the push toward marketing digitalization and analytics, even if it's wedded to such traditional channels as direct mail. Database list prices have fallen in key b-to-b areas, with aggregated email databases taking the biggest hit, according to the “Fall 2011 List Price Index” from list management company Worldata Corp., released Nov. 2. Business email databases had an average price of $161 per thousand contacts in the third quarter of the year, versus $216 in the year-earlier period. Permission-based email lists of contacts at midsize and large companies fell from $273 to $252 per thousand names, while small-business postal lists hit $92 per thousand names, versus $106 in the year-earlier period. “Direct mail is still a very fundamental component of how our customers want to communicate, but it's only one component,” Pitney Bowes' Rader said. “What we're about now is helping our customers communicate and connect.”
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