By Keypoint Intelligence, Priya Gohil, German Sacristan

Print service providers (PSPs) have the right technologies to produce print communications. Unfortunately, that is not enough to guarantee their customers will have a positive return on marketing investments as they play in a highly competitive and very saturated market.

Marketers are competing to get their message across effectively. With budgets being a key consideration, the first casualty might sometimes be print over e-communications when it comes to planning a marketing campaign. That is hardly surprising given the lower cost, immediacy, and targeted reach of digital campaigns. However, marketers should tread a fine line: While e-communications are popular, the sheer volume of electronic messages peppering consumers’ lives can present a challenge when trying to capture an audience’s attention in a sea of emails and spam messaging.

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