Posts tagged: cross media marketing

The Ecosystem Might Be Digital, but the Print Volume Share Isn’t Even Close!

German Sacristan
 Aug 7, 2019

Can a company consider itself digitally transformed simply because it manufactures digital printers or uses them to put ink on paper? If that was the case, how is the digital printing page share only in the single digits?

We have been entrenched in the digital revolution for a few decades now and, in that respect, printing is actually ahead of the game in relation to some other industries. At the same time, however, there is still much to be done to fully align the reality of digitally printed pages to its full potential.

What Type of Commitment is Needed to Grow the Digital Market?

Regardless of whether you’re a digital print equipment manufacturer, vendor, or purchaser of the product – true commitment requires more than just initial investments in a technology, as the technology itself can never guarantee success. The printing industry must undergo a fundamental change in its DNA to grow, which will involve becoming completely immersed in the full value of digital, not just from a technical perspective but — more importantly — from a strategic printed product perspective.

We all know the printing industry is driven by communication, and digital technology can help empower the human communication skill of establishing personal contacts. Digitally printed communications can’t overtake the printing industry and obtain a greater share of the overall communication market without becoming a greater contributor to the personal interaction or the 1:1 space. Print is still very relevant to the overall communication market – bringing incredible value year after year. It would be a shame not to use this channel to its true potential.

Although we’re not saying anything new, it’s clear that something isn’t working—otherwise, digital printing would have a larger share by now. Read more »

EFI buys DirectSmile

Other Posts
 Jul 21, 2014

In a move to further capitalize on the fast-growing cross-media marketing opportunity, EFI today announced it has acquired the Berlin (Germany)-based Variable Data and Cross Media Software provider DirectSmile. No financial details have been made available about the acquisition, but since DirectSmile is relatively small, the acquisition is not expected to have a material impact on EFI’s top line revenue.

Despite DirectSmile’s limited size, the acquisition is big from a strategic point of view. So far, with perhaps the exception of OPS, EFI’s software acquisition strategy  has primarily focused on providing productivity improvements (predominantly through MIS) and not so much on business enablement. However, in the last couple of years we have seen a rising demand for cross media marketing technology among print businesses. In InfoTrends’ latest investment survey (2014), about 75% of respondents indicated they believe that print companies need to become marketing services providers, the highest number we have seen since we’ve started tracking the question a few years ago. The reason is pretty simple: in a time when print volumes and margins are under pressure, cross media marketing provides an opportunity for print companies to turn the tide, offer services that make their customers meet their communication goals more effectively, and come back for more. Print business that are successful with cross media see an average increase of 15% in print volume.


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