Problem solving

Pageflex offers a range of solutions that printers can use to offer new marketing services, which claim to help them reach new customers over the internet and introduce automation and efficiency to their print production processes. Marketing specialist at the firm, Marion Williams-Bennett, also highlights the benefits of variable data, saying it allows marketers to use information they have about customers to create communications and speak directly to them.

“These kinds of messages have better response rates, and, more importantly, enable marketers to develop close relationships with their customers and prospects,” says Williams-Bennett, adding: “But achieving this highly customised level of communication can be time consuming and complex.

With variable data, it’s hard to develop a design because the content is, by definition, variable.

“Whereas some technologies will require graphic designers to create a range of template versions when different amounts of variable content are used, the Pageflex Composition Engine changes all that. It lets users create one template that can accommodate the changing amounts of content that gets used in the document. This saves time, because instead of creating a range of templates, you create just one template.”

Williams-Bennett goes on to say using this type of personalisation enables printers to become problem solvers for their clients. Instead of just printing a static piece, they are able to produce materials that are contributing to helping the client ‘meet their business goals’, as he explains: “The printer becomes a trusted partner, one who can help solve problems like saving money, higher response rates, more sales, and better customer relationship. All all of this can be made more successful with the personalisation variable data communications provide.”

Customer communications

HP is another company that believes in boosting this vital communication. The firm introduced HP Exstream 8.0 in late 2011 as the latest version of its enterprise Customer Communication Management (CCM) solution. Client manager for managed enterprise solutions with HP Exstream, Nigel O’Dell, says this software allows businesses to communicate with customers in the ‘most effective way possible’.

“With the rise of mobile over the past decade there has been a huge increase in the number of online and mobile channels via which companies can reach their customers and CCM takes advantage of this,” explains O’Dell.

He claims by utilising every touch point available, ranging from traditional letters and email to SMS messaging, CCM software ensures convenience for the customer and most relevant messages to ultimately help to secure their loyalty. As for the unique selling points on the CCM software, he highlights its ability to ‘retrieve and process’ almost any type of structured content and integrate with digital colour devices.

In terms of companies using this software, O’Dell claims more than 700 business across a variety of industries—ranging from banking and insurance, to public sector organisations and utilities companies—have implemented it.

O’Dell also stresses that although electronic communication is becoming more popular, print still has its place: “Print personalisation is still very important for customer communication as there are still a large number of consumers who aren’t or are rarely online, but we do see this shift changing. We estimate there are currently only about 10 to 15 percent of communications being delivered in electronic channels.

“An Intelisent Whitepaper commissioned earlier this year demonstrated that only 27 percent of people check their emails daily, so companies cannot afford to ignore the importance of print personalisation.”

Crossmedia

Despite this, there is still a clear demand for crossmedia communications. DirectSmile is billed as one of the leading suppliers of software for variable data printing and crossmedia marketing, and is also a partner to leading corporations in the printing industry.

At this year’s Drupa exhibition, DirectSmile launched its latest version of Cross Media, which manufacturers describe as an easy-to-use software solution for the creation of personalised, automated marketing campaigns across print, online and mobile media. Cross Media Version 5 includes a range of new features, designed to enable printers and marketing professionals to generate new business opportunities through the implementation of sophisticated, targeted crossmedia campaigns. DirectSmile Cross Media Version 5 now enables straightforward creation of mobile landing pages, sales and marketing apps and automated SMS sending.

So, it is clear that with advancements in both print personalisation and variable data kit and software, printers can open up new avenues of income and develop profitable areas of business by selecting the right equipment to enhance their production offering.