We want to better understand the usage and impact of digital marketing strategies on the North American commercial printing market. The overall printing market has been in secular decline since the mid 2000s, largely linked to the substitution of printed paper by electronic, mobile, and internet communication alternatives. In parallel, many printing companies have resisted the adoption of digital marketing out of ignorance or fear. We want to understand any relationship between successful printing companies and the usage of digital marketing practices.

Key questions:

• Are larger companies utilizing digital marketing more/less than smaller companies?
• Is there any correlation between company growth/profit and the application of digital marketing?
• Which digital marketing strategies are most successful in driving new customer acquisition?
• What percentage of revenue are companies spending on marketing (and on digital marketing)?
• What are the prevailing perceptions of and attitudes towards the topic of digital marketing)?

The research will include:

• Target market research (phone/email questionnaires, in-depth phone interviews with business owners)
• Case studies of successful digital marketing campaigns
• Competitive landscape
• Industry sizing, trends, analytics

Additional questions:

What are the Most Effective Types of Content Marketing Assets for the Print Industry?

1. Website
2. Blog Posts
3. Paid Search Ads
4. Social Media Ads
5. Email Nurturing
6. Case Studies
7. White Papers / eBooks
8. Product / Service Spec & Sales Sheets
9. Videos
10. In-Person Events

With 30 years' experience in B2B marketing and business development, I have a passion for helping people launch their marketing careers. I will provide ongoing personal support for the project through both team and individual coaching as relevant needs arise. I will be hands-on with this project.