Media expenses are shifting from print advertising to digital. This trend is mainly driven by the fact that today’s CMO (Chief Marketing Officer) is looking for more engagement and measurable results and that’s what is offered by different online marketing tools like Google AdWords (paid search advertising). Marketers communicate more and more online and interactively, so media expenses are also shifting.
Three questions determine the use of media:
- Do I want to take the initiative, or do I want to leave that to the consumer?
- Is there any relevant (big) data available? Can we analyse it?
- Is the business case for Individual Mass Communication positive?
The trend is visible to everyone. Search engine marketing (SEM) has won ground rapidly. But the initiative will then lie at the consumer side. Those who search start a consumer journey. Those CMOs who want to keep the initiative, but do not have any data, will invest in traditional advertising. They will rely on radio, TV, newspapers and magazines. These traditional channels deliver a broad audience against predictable costs, but have a much less measurable ROMI (Return on Marketing Investment). That is why digital media, email and social media are so popular at the moment. All investments are measurable and traceable. However, their success has boundaries. Email is not always opened in time and online channels get clogged. This is where Individual Mass Communication, which enables what we call Precision Marketing, can make a significant impact. Consumers prefer personal and relevant information across all channels as well as positive omni-channel brand experience, rather than pushy marketing. Individual Mass Communication offers new chances and strengthens the relationship with today’s consumers, who want to be treated as individuals. Print then becomes accountable. Those who have the data and the right business case can start using new marketing recipes.
At Zalsman we are now able to deliver against this promise even more effectively now that our new Ricoh ProTM VC60000 is up and running. The first worldwide installation of this next-generation continous feed inkjet press from Ricoh, designed to excel in the production of direct mail, book printing and an array of marketing communication materials, is expanding our service portfolio and opening up exciting business opportunities. We believe that the the Ricoh Pro VC60000 represents THE printing technology of the future for interactive marketing. It assures premium print quality thanks to Ricoh’s own print heads and multi-drop ink technology, at resolutions up to 1200×1200 dpi with dynamic variable drop size within each pixel.
Our clients have responded extremely positively to the print quality, which outshines even traditional offset. The fact that the Ricoh press is able to handle Big Data and to print at a dazzling speed on various substrates has ticked all boxes for us and allows us to offer creative and interactive personalised marketing applications.
Quality, flexibility and customisation are key to adding value to print and to helping our clients realise their goals in market reach, engaging in a meaningful manner with their target audiences. We have only just started our journey but already we see many new opportunities in the retail and publishing markets.
For Hunkeler Innovationdays, we have jointly developed with Ricoh a ‘Smart Marketing Cook Book’ demonstrating showcases for relevance that precision marketing can bring to a printed product. Combining the ingredients of the Ricoh Pro VC60000, Ricoh Process Director and dynamic document composition software with Clickable Paper interactive print technology, we have a number of recipes for success that pair high quality digital print with online content.
From personalised catalogues to company brochures, tailored sales documents to clear and concise billing, the Smart Marketing Cook Book highlights many examples of how this type of printing can be used in every sector – the only limitation to the recipes you can cook up is your imagination! Make sure to collect your personal copy from the Ricoh booth at Hunkeler Innovationdays.