As digital media continues to become more prominent, printing and publishing companies are struggling to keep pace and make necessary adjustments to remain competitive. However, as this blog has previously discussed, businesses should find ways to integrate digital innovations in with older technologies.

According to the February issue of Quick Printing Magazine, cross-media marketing can be especially beneficial for print service providers. Rather than viewing the process as a product shift, organizations should see it as a wholesale adjustment in the types of services companies offer their customers.

Lisa Cross, associate director of InfoTrends, told the news source that it’s important for companies to remain focused on meeting customer objectives.

“It’s not just, ‘I can do a PURL,’ or, ‘I can do a QR code,'” she said. “It is about offering a broad array of tools to support marketing-type services. In other words, it’s not about playing a single instrument, but conducting an orchestra.”

Kate Cook, marketing manager with Caslon, the management arm of PODi, explained to Quick Printing that consistency is key. For example, she often sees landing pages that looked nothing like the direct mail piece containing the URL that lead customers there. Cook added that the social media connection needs to be seamless. If a customer gets sent to a company’s Facebook page, the design and brand should be the same as a printed piece.

It’s also important for business owners to remain focused on their target market and desired outcome. According to Cook, looking beyond direct marketing can help in this process. If a company knows a customer is launching a mass media campaign, search for ways that tie-in to print.

When businesses are trying to cater to customer needs, it’s important to not only offer a pathway for a direct message through marketing but a way to offer quality product. Using a laminating machine along with binding equipment can ensure that durable mail pieces and booklets are created.