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Why it’s important to have marketing tools

January 8, 2024  By Juergen Krebs

You have built a strong business on promoting your clients’ messaging but is it the best it could be? Is there room for more business winning creativity? And how good are you at promoting your own operation?

Ambitious print service providers (PSPs) will want to improve on both. They will recognize there is a need to continuously be innovating and to offer clients new opportunities to amplify their communications.

They will be looking to do the same for their own business to affirm their capabilities while expanding their own client base.

They will need to identify clear goals such as the three below.

1 Create targeted and impactful personalized communication campaigns

Software tools can support increasingly complex scales and levels of automation that were not previously possible. This means PSPs can do more without increasing labour. Images, text, and colour can all be customized and adjusted directly in the file – both for their clients and their own messaging. And most importantly provide a service which allows clients to use valuable customer data effectively across all their marketing activities.

2 Enhance production flexibility

Automating print workflows as a print job is being onboarded can extend production capabilities, save time, increase throughput, and reduce manual errors. This results in higher client satisfaction.

3 Achieve higher client satisfaction

Clients who receive more work, faster, with fewer errors, and without additional costs are happy clients. Automated print workflows help deliver a client friendly service by speeding up the entire process from input to finished production.

To help respond to growing client needs and continued pressure on margin and profit, print marketing automation is no longer optional. It’s essential.

PSPs risk being separated by what they can do, how efficiently they can do it, and at what price and profit margin. Digital transformation, aided by intelligent software solutions, can assist their seamless shift toward operational versatility.

Print is still a highly effective marketing tool, but speed is vital in today’s world with companies required to react quickly to changing circumstances. Therefore, the turnaround time of producing print marketing materials needs to match the speed of digital communications to provide cohesive messaging across the customer journey.

Juergen Krebs is software sales manager, Ricoh Graphic Communications, Ricoh Europe

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