Among the several major changes that the W2P tool set has experienced over the years, the Cross Channel Marketing functionality was one which showed the most rapid deployment. A majority of W2P software providers now offer services after stretching out their capability beyond printing and catering other media forms as well. This web to print solution has played a vital role in expanding deployment of multichannel programs of a company, through use of the same asset repository and following same business rules.

This W2P software feature allows the initial decision of images, rules and design of an element in a campaign to be set up as preference. This preference automatically applies itself on all other types of media and elements attached to the campaign. Once a designer designs and finalizes on a layout for a campaign, the same layout, including image and text and all other components will be automatically applied on all email campaigns, direct mailers, pamphlets, etc.

Another advantage of this cross channel marketing functionality of web to print is of centralized control and management.  For example a centralized dashboard can be used for either monitoring the performance of a campaign, or even for comparing the results or performance of two campaigns side by side. Performance of two different media can also be monitored such as a magazine advertisement campaign with an email campaign, etc. Comparison between different lists is also possible through this spectacular Web to Print system feature.

The cross channel marketing Web to Print application has allowed marketers to now efficiently employ their capital after monitoring the performance of different media and campaigns. They can select after careful analysis on which channel is more productive for the business and what channels should be used in a campaign to guarantee success. Also addressing of issues related to unsuccessful campaigning is made possible in W2P system, allowing more effective use of available resources that actually bear results.