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The Shift from Print Service Provider to Marketing Service Provider

The traditional print manufacturing business has become increasingly price-driven, and print service providers need new ways to drive profitability. As a print service provider (PSP) in today’s market, you must change your mindset and begin thinking of yourself as a marketing service provider (MSP) to compete effectively. Today’s printers must extend their services beyond print manufacturing and into the communications business to help their customers facilitate the process of sharing information.

Customized Communications: The New Frontier

Customized communications solutions can have a major impact on marketing effectiveness. Today’s marketing professionals face the conflicting challenges of new distribution channels, a 24/7 global economy, pressure to deliver identifiable ROI (return on investment), and the need to deal with rapidly changing technologies. Marketers must effectively and efficiently segment their markets, attract new customers, support multiple distribution channels, identify opportunities for cross-selling and up-selling, and maximize the lifetime value of each customer.

The Customized Communications Continuum

InfoTrends has identified six segments under the customized communications umbrella. Each segment varies in functionality, complexity, required skill sets, and price, thus creating the customized communications continuum. The further up and to the right you go on the red axis, the more complex the solution becomes. The degree of sophistication and value-add opportunity also increases substantially.

• Entry-Level Variable Data: Incorporate simple name and address information as well as some targeted images and text to produce a unique piece for each recipient.
• Web-to-Print: Describes a browser-based application that facilitates commerce, collaboration, and/or customer service interaction between those who buy print products and those who sell them. Common functions of Web-to-print solutions include page design, order entry, job tracking, template libraries, soft proofing, and online payment.
• Advanced-Level Variable Data: Advanced-level variable data goes beyond mail merge and simple business correspondence by incorporating completely unique content based on specific, detailed profile information on each recipient.
• TransPromo Communications: These documents use the white space within billing documents, statements, and other transaction documents to deliver targeted marketing messages with full color imagery and/or highlight color text.
• Multi-Channel Marketing Communications: These applications incorporate customized and personalized content into documents that are delivered via multiple media channels including print, e-mail, Web landing pages, and micro-sites. Many tools offer tracking and measurement features for live, on-demand management and immediate measurement of campaign success and ROI.
• Enterprise Integrated Campaign Management: This concept entails a comprehensive marketing solution that incorporates customized and personalized content to deliver the right message at the right time to the right person in the right media—and fully track the results. An essential component of enterprise campaign management is ongoing live interaction with enterprise marketing systems.

The preceding is an excerpt from a report entitled Overview of the Customized Communications Market. To learn more about this report, visit our online store or contact Jennifer Skerrett at ext. 111 or via e-mail at .