Integrating DM as part of a digital marketing campaign just got a whole lot easier as pioneering printer, Digital Logic, creates Printid, an App for the world.
At last week’s Salesforce conference in Sydney’s Town Hall, Paul McGarity, managing director of Digital Logic Marketing Solutions and DM digital print pioneer, unveiled the Printid App to the marketing industry.
As a part of the worldwide Salesforce Marketing Cloud, Printid captured the attention of over 250 print-buying marketing companies on the day, encouraging McGarity and justifying his faith in its considerable investment.
Addressing a potential audience of many millions of marketers around the world, Printid is poised to become a critical part of the printing industry’s infrastructure. Although the strategy is to create an international franchise of licensed printers, Printid is already taking on a life of its own as Salesforce Marketing Cloud members test its functionality.
Designed to integrate DM content from digital campaigns into one-on-one personalised direct mail campaigns, Printid leverages the McGarity vision of automatically run digital marketing campaigns with an essential printed component. It focuses on engaging the marketing industry, which is by far the largest instigator of printing while partnering with Salesforce, the multi-billion dollar operator of the world’s largest customer relationship management (CRM) platform. Engaging the many millions of users in the Salesforce Marketing Cloud, Printid seeks to maintain a seamless bridge between print and digital marketing campaigns.
At a time when printing is in danger of being overshadowed by digital communication, McGarity and his partners are pushing back by making it easy to incorporate a print component in every customer’s ‘marketing journey.’ "Printid demonstrates to marketers the ability of direct mail to cut through and expand audiences even as emails are bounced back, or are not opened, or social media fails to engage," said McGarity. "As part of the Salesforce Marketing Cloud the potential amount of print it can generate is immense. Printid will become a gateway for marketing campaigns all over the world."
Developed over two years by the team at Digital Logic, including well-known industry IT guru, Elliott Harper, and directed towards the Hub Exchange on Salesforce Marketing Cloud by Terry Messervy, director, Printid is an ambitious gambit to reinforce the place of print direct mail as an essential part of the email eco system.
Messervy first presented the App at the Salesforce Marketing Cloud Connections conference in Indianapolis USA last month, then at the Salesforce Dreamforce event in San Francisco where 150,000 attendees passed through the event. Commenting on the enthusiastic reception of the App, he said, “The market has been waiting for a solution that fully integrates the offline and online worlds, allowing them to complete the customer journey seamlessly in a campaign. Printid is that solution.”
According to Lisa Stark, sales & marketing director at Digital Logic, now the Australian launch is complete, the company will be focusing on the global rollout of Printid, which will include an international print on demand network. “With such a high profile launch of a new technology, we have already been approached by serious investors. We are carefully considering our options. Salesforce has over 25 million users of their platform worldwide. We want to be careful who shares this massive opportunity with us,” she said.
As the marketing ‘battle for the inbox’ intensifies nearly 10% of all the 100 billion emails sent every day do not get delivered to the recipients' inbox and of those that are delivered 70% are not read. Printid is the Australian response, identifying printing as the effective cut-through channel, one that is easily available to the marketers within the Cloud.
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