On January 20, 2010, Xerox hosted the Digital Imaging Association at its research centre. The feature presenter was Laureen Chudzinski, director, business development strategies for InfoTrends.
Technologies that are Transforming Print
The audience agreed with Chudzinski when she stated that the graphic communications industry is facing challenges coming out of the current economic turndown.
Up until now, the printing industry has been able to sustain in difficult times. It is generally recognized, though, that a measurable amount of the print volume lost during the latest recession is gone forever. Some marketers cut budgets and will be slow to bring them back. But more significantly, notes InfoTrends, marketing budgets are being allocated to media that cost less and deliver the same – or more – results. Because the tools exist, marketers are looking increasingly to campaigns that are relative, interactive and measurable. The message to attendees is that print service providers cannot hope to sit this recession out and go back to business as usual. The biggest difference for us is that our industry was still growing year-over-year in past recessions. Not the case, this time around. Print service providers need to acknowledge the structural changes and prepare for a different kind of growth.
The printing industry has made technology and market adaptations many times before, and we are transforming again – this time evolving beyond print.
The Trends from InfoTrends
A chart was presented to DIA Members and guests using figures sourced from Internetworldstats.com that demonstrates worldwide Internet penetration. According to these statistics, 65.9 per cent of Canadians use the Internet; 58.5 per cent of Canadians engage in some form of social media. Consumers are always on, enabled by the wide choice of communications tools and devices. But the extent and purpose of use varies considerably.
InfoTrends observes and delivers information on the trends. They believe that social networking is becoming integral to marketing activities. What is emerging for marketers of all sizes is the struggle to keep up with where people are getting their information – and then finding the most effective way to reach them. Then there is the challenge of reaching the unreachable consumer. To do this, marketers need to cut through the clutter, the Spam, the blockers, the do-not-call, do-not-mail, etc. So, the trend is not mass marketing, but sending to people who want, and will respond to, your information.
The Multi-Channel Experience
Print service providers (PSPs) and marketing service providers (MSPs) need to combine forces and select an innovative mix of multi-channel communications to develop profitable products and services for their clients. A carefully integrated media mix should be designed to deliver the right message to the right person at the right time. Service providers that combine their resources and their expertise with the tools and techniques that blend the worlds of mobile and print to deliver business-enhancing, cost-effective results can emerge as communications innovators.
DIA meeting attendees were shown some statistics gathered from studying a selection of InfoTrends’ clients’ campaigns:
While the chart does make a convincing statement, these statistics were gathered from a small group. They can certainly be guidelines for service providers to consider their own test markets, encouraging clients to contemplate their own multi-channel experience.
DIA members and guests then saw a demonstration of some of InfoTrends’ campaigns and the ensuing results.
So, just how does a service provider go about recommending a comprehensive communications approach? A survey to learn more about your own or your client’s prospects is an excellent avenue. The challenge here is creating a compelling reason for prospects to complete the survey.
The Untapped Market
For the first time in more than two decades, InfoTrends has noted that small and medium-sized business activity will represent a significant opportunity for service providers. There is an opportunity to build template offerings via web accessibility with a repeatable sales process to realtors, lawyers, doctors, associations, hair salons, lawn care specialists, to name but a few neighbourhood style businesses.
These potential clients, whether they realize it or not, do collect data that can enable the mentioned multi-channel options. And this new avenue can offer them their own business products as well as unique business building information deliverables to a list of customers and potential customers who have been prequalified to receive the information.
Social media is people having “conversations” online. Print can lead traffic to this interactivity. InfoTrends documents that the marketers of today need to consider the customer experience of a dialogue rather than a monologue. Conversations are powered by a growing list of sources that PSPs and MSPs must assess to select client-specific options that start a conversation and keep it going. The real service skill is to keep integration simple, controllable and measurable.
Chudzinski suggests the use of social sites to find out what clients or customers want and to also gain insight into how they want to receive the information that will encourage response.
Mobile Management
A telephone is no longer a telephone. Not only is it wireless and therefore “mobile,” it has become a resource for all manner of interactive information gathering. Another rapidly emerging methodology is called QR (Quick Response) Codes. This is a high-density barcode that is readable by cell phones and simple PC cams. Recipients can quickly and easily interact with QR enabled documents by pointing their camera at a QR symbol; and they are instantly connected to a QR-encoded web page. The web page could be a sales video, a coupon or a product promotion encoded with the specific recipient’s demographic profile – optimized for the device it is being viewed on.
Mobile technology can be used for operations management including job status tracking and approvals and campaign progress tracking.
Print Opportunities
Photo-related Print Opportunities: Every time a digital camera or mobile phone is sold, opportunity expands. Print applications such as greeting cards, photo books, storybooks and calendars represent both B2B and B2C opportunities.
Packaging: A protective container and so much more. A package has become the external manifestation of the brand, the emotional bond that connects the consumer to the product, the tracking/tracing tool, a security agent as well as information transmission and educational mechanism. It will never become a digital document.
Packaging grows with the human population. Packaging grows with economic development. Packaging is a substantial growth market for digital printing technology and digital printing technology can enable packaging personalization. Think about the value proposition that is enabled by using QR Codes on packaging to drive consumers to online venues.
Summary
Consumer media consumption is changing. Marketers are struggling to meet this demand, focusing on ROI driven programs. Technology and client demand are transforming print and creating new opportunities.
About InfoTrends
InfoTrends is a worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. Based in Weymouth, Massachusetts, InfoTrends has a global network of offices throughout the United States, Europe and Asia, providing clients with an international view of industry trends and developments. They provide research, analysis, forecasts and advice to help their clients understand market trends, identify opportunities and develop strategies to grow their businesses.
Laureen Chudzinski provides marketing and business development strategies to graphic communications suppliers and print service providers to help them grow their business. Additionally, Ms. Chudzinski directs ongoing training curriculums and e-learning training program initiatives on a global level.