An Intelligent Choice for Brands Combating Overextension

Benoit Chaterlard

Benoit Chatelard Vice President, Production Printing Group, EMEA

In a world where consumers’ attention is increasingly spread thin and organisations’ IT and marketing departments are spread even thinner, now can be a frustrating time for marketing departments and service providers. Everyone wants faster turnaround times, higher-quality output, cross-platform promotions, and they want it now – even when “now” isn’t during business hours.

Introducing Ricoh Intelligent Marketing Solutions

The solutions we offer aim to address these concerns, helping marketers create consistent, high-quality marketing collateral while reducing costs and lessening burdens on their organisation. In this way we can help make your marketing communications more effective and less costly. Importantly we can also make it an easier, less time-consuming activity for busy marketing departments.

Intelligent Marketing Overview

Intelligent Marketing Overview

Our solutions address these typical challenges:

  • Are your operations far-flung, making total monitoring and management difficult?
  • Does your brand struggle with inconsistency, especially across platforms and regions?
  • Are you finding certain aspects of the process are costing them productivity, money, or both?
  • Do increasingly high expectations for short turnaround times and 24/7 service make your job harder to do and your customers harder to please?
  • And, perhaps most importantly, is managing it all proving to be just too much, taking away from core business practices and potentially causing their bottom line to suffer?

How Ricoh can help

Products like MarcomCentral aim to streamline the transition from customer order to print-ready job, 24/7; while the FusionPro Product Suite enables a variety of marketing applications (including pURLs, VDP imagery and other customization).. Each of these products targets a different area or aspect of a Marketing Communications workflow, but they share a simple goal: making marketing departments  work easier and more efficient.

Case Study – The World Bank: Marketing Asset Management  lends a helping hand to Printing & Multimedia Services

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The World Bank’s core mission is to reduce global poverty and encourage healthy economies. That’s why they depend on their peoples’ own ‘grass roots’ marketing to educate others about the cause.

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They needed a multi-cultural, multi-lingual environment where all offices could access, localise and distribute the latest marketing materials using a new solution that was fast, flexible and web accessible.
The Results:

  •  Full deployment in less-than 6 months
  •  Tens of thousands of assets available
  •  Huge savings using system’s translation services
  •  Reduced creative workloads by 25%
  •  96% Reduction to processing time for the field (15-18min production time cut to 30secs
  • Increase labor savings per year by just giving users the ability to customise wall maps
  • Positive ROI achieved within first 3 months

Read the full case study

Empower your in-house marketing capability

Find out how Ricoh’s Intelligent Marketing Solutions empower your in-house marketing capability and let you take control of your brand and communication costs.

http://www.ricoh-europe.com/services-solutions/production-printing/corporate-print/intelligent-marketing-solutions/index.aspx

Content is king

Graham Moore -business development director for Ricoh Europe

Graham Moore -Director Business Development, Ricoh Europe

When there is financial turbulence, it is often said that ‘cash is king’. Similarly, these days, when brands are challenged by fast changing consumer preferences the message from the marketing community has become ‘content is king’.

Over the last few years there has been a massive shift in marketing budgets into Content Marketing. So what is Content Marketing and why has it suddenly become king?

According to Forbes magazine:
You can tell if a piece of content is the sort that could be part of a content marketing campaign if people seek it out, if people want to consume it, rather than avoiding it.

Relevant and valuable information in the form of infographics, videos, web content, podcasts, books and customer magazines are all examples of Content Marketing. Often concentrating on lifestyle issues with useful information on subjects such as recipes, holiday tips, and home improvement advice.

And it is on the rise because increasingly marketing-literate consumers are rejecting standard selling messages from brands. In order to get their attention and respect, switched on marketing departments are generating content that will engage on a more emotional level.

The Content Marketing Association reports that 70% of British marketers are using Content Marketing, highlighting the top three most effective uses as:

  • Long term customer engagement
  • Brand building
  • Customer acquisition.

Further, having grown as a share of brand communications budgets by a net 25% in each of the last two years, it now makes up 21% of this total budget in the UK.

For a Print Service Provider, the surge in Content Marketing from your clients can be viewed as both a threat and an opportunity. An apparent threat because, typically, brands that use CM spend less on print and direct mail than brands who don’t do any CM (source; Content Marketing Association). However, print is a medium that is particularly well suited to displaying and showing how to navigate around content. PSPs who understand the true value of print in this context can start to develop relationships with a new breed of marketing agency – the Content Marketing agency. They specialise in content and customer engagement and are increasingly playing a central role among brands’ roster of agencies. Now is a good time to identify and approach the leading agencies in your market.

A further opportunity is in the increasing investment in Marketing Resource Management systems to administer content and assets efficiently. Some marketing departments have invested in their own systems, but many others will prefer to outsource that responsibility. As the number of marketing communications assets these departments own expands, in the form of print collateral, web and mobile material, videos, merchandise, etc., they need a reliable partner who can create, manipulate, manage and distribute them as needed. Ricoh’s cloud based MarcomCentral solution manages and customises marketing material across entire organisations enabling PSPs to support their clients’ brand control and asset distribution with anytime, anywhere access.

Content Marketing has quietly captured a leading role in the minds and wallets of marketers across Europe. It is a phenomenon that shows no signs of abating as brands recognise that valuable content can be the key to customer engagement and loyalty. For the PSP who doesn’t want to get left behind, now is the time to understand how to take advantage of this situation. Both through positioning the unique properties of print; and having a marketing resource management system that can improve your clients’ marketing supply chain, now, when the content they have is probably growing at an unprecedented rate.