The days when it was enough just to do offline marketing and distribute printed information material at events are a thing of the past. The media world is now heavily cross-media. Customers are no longer just getting targeted information, but are also overwhelmed with information about new products and companies in all situations of life. On the way to work alone, potential prospects can be reached in many different ways. Be it on the large poster next to the bus stop, the information screen on the subway or through social media and websites on a smartphone.
Navigating the cross-media landscape
Coordinating all these platforms and marketing options and conveying a uniform image can be a major challenge, especially in decentralized marketing. Web-to-publish systems connect the production of marketing material directly with its distribution. In this way, advertising material can be created and adapted on a platform and often distributed directly in the next step. By involving different partners, print products can be created and printed in the same way (classic Web-to-print) such as digital ads and social media posts. By combining all offline and online advertising measures into one system, web-to-publish provides a good basis for consistent communication across all channels.
Shine individually
Most web-to-publish systems are designed to personalize documents and advertising materials and adapt them for your own everyday life. This makes it perfect for implementing decentralized marketing strategies that want to promote their products in many local areas and appeal to customers without losing sight of the company's corporate identity. The systems offer the option of centrally controlling which content of the material can be personalized and individualized. Another important point is to check the data. By combining it in a system, it can also be made possible for the content to be checked once again before it can finally be published.
Short distances — quick results
However, not all web-to-publish systems directly integrate the publishing and booking of measures. Currently, only around a third of providers offer the option of booking online measures through the system and having them published by the service partner. However, it is this integration that makes the concept so promising and time-saving. Due to significantly shorter set-up times and direct publication, significant time and cost savings can be achieved through proper use with Web-to-Publish.
All-round carefree package: marketing portal
Marketing portals are ideal to make optimal use of these advantages of personalization and local adaptation as well as fast ways to work. They have all the described features of the web-to-publish system and also include proprietary systems (e.g. DAM, ERP or CRM system). This means that your own databases, such as picture galleries or address lists, can be used and processed directly. In addition, the portals offer the opportunity to provide information about the design guidelines and to communicate directly with local partners. This approach makes it possible to present yourself in the best possible way at local level, even in everyday cross-media life.