INKJET INFO
INKJET AND THE SPEED OF BUSINESS BY KAREN KIMERER
T
he pace of business continues to accelerate. Even when the pandemic put a governor on the gas pedal, the speed with which enterprises needed to communicate with customers and prospects was unrelenting. Responsiveness helps shape a business’s reputation, and it clearly demonstrates a company’s understanding (or lack thereof!) of its customers’ needs. The concept is simple: the faster you can get your messages, offers, and advertisements into the hands of your customers, the sooner they can make decisions. Information is the key to making this happen. Bill Gates once stated, “Information flow is your lifeblood. The most meaningful way to differentiate your company from your competition, and the best way to put distance between you and the crowd, is to do an outstanding job with information.” Reaching Customers at the Speed of NOW! Marketers continue to traverse today’s wide variety of communication channels as they attempt to understand which method — or methods — will have the greatest impact on their targeted audience. Online digital platforms are experiencing rapid growth, yet research confirms that direct mail remains a relevant and effective means for engaging your customers and prospects. Over the past few years, many experts have argued that using both channels may be the best strategy to improve the effectiveness of marketing campaigns. At the same time, however, combining these channels is sometimes easier 8
MARCH-APRIL 2021 | MailingSystemsTechnology.com
said than done. The biggest roadblock to an omnichannel marketing approach is the time and resources that are often required to create a relevant, affordable, and timely direct mail piece to accompany online marketing. Until recently, the technology for effectively combining the channels simply wasn’t available. The speed at which business is conducted inherently affects bottomline results. Managing mountains of information, doing an outstanding job, and processing everything quickly is not for the faint of heart. As such, it should come as no surprise that agile marketing — much like agile software development — has seen a surge in popularity in recent years. That said, this article is not intended to provide insight on agile marketing strategies. Instead, it focuses on the need for adaptive marketing, on-time delivery, and continual improvements. With an agile approach, marketers become more flexible as they respond to changing market conditions. Thanks to ongoing advancements in print technology, printed communications can be delivered with the same swiftness as digital marketing messages. Some marketers may have already implemented digital print technology without realizing it due to the similarities in appearance between a digital press and an offset device. Even so, many may not fully understand the dexterity that inkjet technology offers and why it is such a strong contender for the production of direct mail. Not all marketers understand (or even care) about the steps required to prepare, print, finish, and deliver a postcard. They do, however, understand the speed of business and the importance
of time-to-market. With so many choices out there, print buyers are often left to their own devices when deciding which print technology or print provider to use. So how can you stand out from the crowd and differentiate yourself? Try speaking the customer’s language and align the value of inkjet technology with their specific needs. This strategy will give you a better opportunity to earn their business. It is well-known that today’s production inkjet devices are fast and capable of producing an everwidening array of applications. This means that there are more options than ever for printed communications, which is particularly compelling during a time when many consumers are experiencing digital fatigue. According to Keypoint Intelligence’s most recent application forecast, direct mail and catalogs are expected to experience the most growth. The traditional mailbox has become more effective due to digital overload (see Figure 1). Although charts and data can be compelling, they are not enough. Sharing how inkjet technology has changed and why it is prime for direct mail may not provide a persuasive argument either. Improvements to inkjet heads, drying time, substrate expansion, waste reduction, labor costs, and productivity are critical to the adaption of inkjet utilization. Unquestionably, these advancements are essential when considering an inkjet investment or partner. On the other hand, understanding the direct mail piece’s purpose is where the conversation begins when speaking with print buyers or marketers. Before you offer a print solution, it is imperative that you uncover the meaning of the direct mail efforts. Obtaining answers to the questions below can help you effectively communicate the value proposition that inkjet can deliver. Does the direct mail campaign have a shelf life? Is there a possibility the messaging or offer will need to quickly adjust to current market conditions? Would the intended audience respond better to messaging that speaks to their specific needs, or is it okay to send out the same images and messages to everyone? Does the direct mail piece serve a premium product or service? In other