SELLING DIGITAL VS. OFFSET -- Making the Right Impression

Digital does get special treatment as part of a larger marketing effort, though. "We are going after other departments within companies that we already call on. We're contacting the HR and training departments, for example, that we would not have targeted in the past," Schultz explains. "We are trying to practice what we're preaching by doing more one-to-one and variable data marketing to customers."