So you hear that it is all about data, so the question to ask yourself is “How effective is your data mining or data management for your customer?” If you had to have a knee replaced or a kidney replaced, would you want a doctor that got C’s in college or that is still doing it today the way he did it 20 years ago when he graduated med school? Of course not, so why should a company hire you to produce their cross media marketing material if you cannot give them A+ work? Do not kid yourself, it is hard work and can be tedious, but if your company invests in the personnel and software (that means time and training) you can offer a service few companies can manage on their own and it is opening the door for the PSPs or MSPs to bring in additional operations into their portfolio of services. In doing so they are typically driving a value-added ratio much higher than typical print production value-added services.
Do you know where you stand? Find out where the future of database management is for your company at the Integrated Forum. Data is the single most critical element of personalized communications. If you cannot target your message, you are just offering a commodity approach to the customer. Learning how to enhance your data, merge your data with related relevant data from outside sources, and design the message and delivery based on what the customer prefers is your job whether you want to do it or not. The future may be a mystery with regards to how we will be delivering the message, but the increased use of personalization and targeting the message to the right audience is not a question. We are not going to go backwards. When you see seniors purchasing and using Smart phones, clearly it is not going to go away, it is not a fad—DATA is king, learn how to use it to help your customer.