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Print Service Providers Implementing Customized Communications Offerings to Expand Market Reach

The print service providers (PSPs) of yesteryear offered print and print-related services. Meanwhile, today’s marketing service providers (MSPs) participate in the more lucrative marketing value chain by providing an array of services throughout the marketing process, from campaign inception to program execution.

According to a new report from InfoTrends entitled Overview of the Customized Communications Market, marketing professionals are seeking support in the following specific areas:

  • Market reach
  • Acquiring an integrated view of the customer and employing technology to learn more about customers
  • Leveraging low-cost Web and e-mail media
  • Measuring results from marketing campaigns
  • Justifying marketing ROI

According to Laureen Chudzinski, a Director at InfoTrends, “Marketers today are being held accountable for justifying ROI against marketing spend more than ever before. They are seeking technologies and partners that can help them improve the efficiency, effectiveness, and ROI of their marketing efforts. Customized Communications offers marketers a means for providing more targeted and relevant marketing communications that can be tracked and measured. Savvy print service providers are incorporating customized communications into their offerings to meet the demands of the marketing professional.”

The most important concept for the print service provider to understand is that the customer base changes when you shift from selling standard print to digital color and (most importantly) customized communications solutions. The ultimate target print buyers for customized communications are marketing professionals like Chief Marketing Officers (CMOs), Vice Presidents of Marketing, Marketing Directors, and Marketing Communications Managers. Therefore, offering these types of solutions not only adds to your portfolio, but it also extends your customer base.

This document provides a definition of customized communications and identifies the market opportunity presented by these solutions. It discusses the needs of the marketing professional, which thereby become requirements for print service providers. It also provides examples of applications for each market segment and considers the opportunity for marketers and printers.

The report is available immediately for purchase. To obtain more information or to make a purchase, visit our online store or contact Jennifer Skerrett at ext. 111, or via e-mail at .

InfoTrends, a Questex company, is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. Additional information about InfoTrends is available on the Web at

Copyright © 2007 InfoTrends. All rights reserved. Reproduction or reuse of InfoTrends materials is strictly prohibited without prior written consent. If you are interested in referencing InfoTrends content, please submit your request to .


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