Marketing Minute: Segmentation Waterfall

It surprises a lot of digital marketers to hear that print is going to be a $45 billion spend in 2015 and that’s up one percent from last year. It’s because print still works, and it works even better when it’s coordinated with your digital channels. The challenge for marketers is that it hasn’t been easy. A lot of digital platforms don’t support the fundamental requirement of most direct mail programs and that’s a segmentation waterfall plan.