Customers want shorter runs, just-in-time delivery, and customized content. What are the options for professionals to meet the challenges of e-commerce, new media, and globalization? One possibility is to lead on cost and speed – by improving production efficiencies and quickening turnarounds. Another is to differentiate with new products and services, and raise your game on sales and marketing. With digital print, you can print short runs economically, generate products dynamically, and personalize and customize documents – all jobs that are unsuitable for traditional offset. These capabilities create a win-win situation for printers and print buyers.
Now you can deliver added value in direct mail. High speed, variable data printing, and the latest color technologies let you produce high-quality pieces in a wide range of formats. Personalization helps integrate direct mail into multichannel communications.
Today, social media, online ads, and newsletters may work along with printed direct mail pieces to drive consumers to a landing page. They can all be customized specifically for each recipient, based on their interests and past relationship with the sender. As a marketing service provider, you can help your customers have one-on-one dialogues with their customers. Create data-driven messages that afford a level of interactivity that can increase sales. Savvy printers are even adding in-house envelope printing, converting, and mailing services that optimize postal savings.
In the past, generating profitable revenue streams by using collateral for corporate marketing departments and advertising agencies was difficult. Changes in product or service descriptions made reprinting and customizing collateral very expensive. Digital printing changes that by making short run of collateral on demand easier. Now it’s possible to keep content up to date and personalize it with variable elements, such as address fields, graphics, and images. You can even offer collateral on demand. Consumers can generate customized brochures online via a web portal and receive their own personal hard copy within a few days. They get only the copy they need. Color technology lets you provide an endless range of custom collateral in many formats.
Newsletters are good for business. They offer a fast, cost-effective way to advertise and promote products, services, offerings, or special events while reinforcing an organization’s core message. They can range from a basic, text-only, black-and-white, one-sided sheet to a sophisticated, multipage, full-color publication.
Canon Solutions America’s available formats vary widely:
With digital printing, short runs let marketers produce affordable, high-impact, high-quality newsletters to reinforce their image and their business.
More and more books are produced and marketed by third parties using non-traditional methods. Publishers who find appealing niche markets with innovative products can build a stable base using digital printing and its associated new manufacturing concepts. The combination of web and digital printing also creates novel opportunities to take books from static products to dynamic tools in a customer driven culture of communication.
Rethink the structure. Growth in publishing revenues is achievable only through an optimized blend of marketing and production activities that also embrace e-commerce. More and more books are self-published by businesses and organizations or private individuals who take charge of their own marketing and production. Marketing and direct contact with and access to customers play a crucial role. The winners are the book projects being managed and controlled directly by consumers. These are projects that use the possibilities of digital communications technology as their value driver. The best example: photo books, created on print portals and printed fully digitally.