This calls for an understanding of marketing techniques and being able to speak the client’s language – ‘cross-media’ can mean different things to different people and many marketers will be more familiar with terms such as multi- or omni-channel marketing.
Learning the marketing mindset may well require formal training or at least a willingness to carry out some independent research, but the reward for a print service provider is to move from being a print supplier to being a project partner, a longer-term relationship that offers significantly better margins.