Cross-Media Services — Shops Sending Mixed Messages

Primary Color’s array of products and services includes Websites, e-mail blasts and SMS text messaging, along with print-related capabilities such as variable data/print-on-demand printing, Web-to-print portals, and ordering and fulfillment portals.

“We learned quite some time ago that print, as a medium, must exist in harmony with other forms of communication. Comprehensive campaigns—with multiple elements and using an assortment of media—drive marketing today,” Hirt contends. “Clearly, cross-media, variable data and other static print-centric applications complement their (messaging) counterparts in television, radio and the Internet. In order to increase one’s chances of connecting with a target client, a savvy marketing team must assemble a potent arsenal of communication tools.”