Posts tagged: Personalization

PRINT 19 Innovations Acknowledge Consumers’ Changing Preferences

Marc Mascara
 Nov 12, 2019

Introduction

Since the beginning of time, human beings have always striven to communicate with one another. The ways in which we communicate have changed with each new discovery or innovation, and the need to share information has only increased throughout history. As we progress through Industry 4.0 and make our way toward Industry 5.0, we are witnessing a time when the sheer number of communication channels has more than tripled. Citing recent research from Keypoint Intelligence – InfoTrends and news from PRINT 19, this article explores the ongoing shifts in customer communications.

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What Print Service Providers Can Learn from Netflix’s Personalization Strategy

Colin McMahon
 Jul 23, 2019

At first, print service providers (PSPs)—including mailing companies and direct mailers—might wonder what they have in common with Netflix. Although the service started out as a direct mail offering, it has since become more associated with online digital streamlining. Nevertheless, a recent technology blog from Netflix has shed some additional light on how the company is pushing its personalization practices forward, making them more advanced and better synced to each individual Netflix user. While this level of personalization is quite advanced now, it will likely become increasingly commonplace in the years ahead.

Many firms, including PSPs, can benefit from absorbing and understanding how Netflix continues to personalize its offerings in today’s digital age.

Netflix logo

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Kornit Discover – Turning a Vision Into Reality

Ron Gilboa
 Apr 24, 2019

In a series of customer engagement discovery events in Europe, US, and Asia, Kornit Digital celebrated customer success and shared its vision for direct to garment and digital textile printing.  Keypoint Intelligence – InfoTrends (InfoTrends) contributed to and attended the event in Asia, where over a hundred Kornit customers from across the region (including China, Japan, and other Asia Pacific countries) were in attendance. The event was held in the company’s offices in Hong Kong from April 15th till April 17th.

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It’s Time to Leverage the Power of Personalization!

Eve Padula
 Mar 28, 2019

The act of personalization was once as simple as incorporating the recipient’s name in various parts of a communication, but ongoing innovations in customer segmentation and data mining mean that today’s enterprises now have access to more information about their customers than ever before. Armed with this wealth of personal information, enterprises can create trusted one-on-one relationships with each of their customers. In parallel, consumers’ expectations are also shifting—people understand that their providers have access to a great deal of their personal information, and they actually expect any communications to reflect this level of knowledge.

Consumers Notice Personalization!
Research from Keypoint Intelligence – InfoTrends has consistently shown that personalization attracts attention. According to InfoTrends’ most recent marketing communications research, over half of total respondents reported spending much more time with communications that were personalized and relevant. This was true for printed direct mail as well as digital marketing messages.

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Around the World in 50 Billion Customer Communications

Will Morgan
 Jun 26, 2017

Some might call it overkill. We just call it being thorough.

When we set out to interview 50 key stakeholders in the customer communications space, most of our peers thought we were being too ambitious. Well, 60 interviews (and 250+ pages of notes) later, we had managed to gather insight from customer communications service providers and other stakeholders who represented over 50 billion printed, electronic, and mobile communications delivered in 2016.

Highlighted in a press release today to announce its publication, the resulting report, entitled Enterprise Customer Communications—Trends and Strategies from Around the Globe, includes perspective from some of the largest players in the customer communications market, as well as important smaller providers with deep vertical and regional insights.

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This 43-page analysis examines in detail the top ten trends driving enterprise expectations and aspirations for customer communications. Here is some insight into three of them:

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Color Plus Personalization: Selling the Value of Inkjet

Barb Pellow
 Aug 1, 2016

In today’s market, making a good first impression is everything. With information overload at every turn, people will now only glance at a website, mailpiece, or video before deciding whether it’s worth their time. Marketers are seeking strategies to create better pieces with strong visual appeal that prompt the consumer to read further or take action. For many marketers, this means turning to color and personalization.

An Infographic from Kissmetrics on how color can affect conversions highlighted the psychological impact of color on the human brain. Key statistics are as follows:

  • 93% of people say that the visual dimension is the #1 influencing sense that affects their purchasing decision (over taste, smell, etc.).
  • Studies suggest that people make a subconscious judgment about a product within 90 seconds of initially viewing it. Up to 90% of this assessment is based on color alone.
  • Magazine readers recognize full-color ads 26% more often than black & white ads.

It is no wonder that today’s marketers are focused on adding more and more color to communications. According to InfoTrends’ 2016 State of the Market Study on Customer Engagement Technologies, over 80% of enterprises stated that full-color printing for promotional and transactional communications is important.

Figure 1: How important do you think it is to switch printed communications from black & white to full color?

SlidesforWTT0721

According to InfoTrends’ study entitled Direct Marketing Production Printing & Value-Added Services: A Strategy for Growth, the intelligent use of color in direct mail often generates improved response rates. Full-color images can capture a consumer’s attention with realistic depictions of advertised products. Color can also be used to personalize messages by matching pictures or text to items that the customer has purchased in the past. Furthermore, nearly 49% of consumers reported that seeing color on an envelope had a moderate or major effect on their likelihood of opening it.

The use of color in customer communications is not a new phenomenon. Historically, direct mailers and transactional communication service bureaus have digitally printed in black & white and relied on offset-printed shells to provide color design elements such as logos, highlighted text, and tints. Today, however, digital technologies can deliver near-offset quality and high speeds, all while meeting today’s marketing requirements for 100% variable content and envelope messaging.

For marketers, the inkjet value proposition transcends far beyond cost per print. It offers the ability to deliver color that gets noticed with a completely new approach to communications. Service providers must educate customers about how inkjet technology blends full color with individualized messaging to drive business growth. Print/marketing service providers must articulate how they can support enterprises in delivering communications efficiently and effectively.

The investment in inkjet is about delivering new levels of value to your customer base. Today’s print engines, finishing technologies, and workflow solutions have the flexibility to deliver on the age-old promise of one-to-one personalized messaging in full color. Marketing executives are seeking techniques to improve customer loyalty and grow their businesses with more engaging and dynamic communications. It’s time for service providers to have the right conversations with customers and help them get noticed!


For more information on InfoTrends’ 2016 State of the Market Study on Customer Engagement Technologies or InfoTrends’ Direct Marketing Production Printing & Value-Added Services study, please contact Keith LaVangie at (781)616-2132 or keith.lavangie@infotrends.com.

Millennials Won’t Respond to Printed Catalogs and Direct Mail, Right? WRONG!

Eve Padula
 Jun 7, 2016

In a world where consumers are inundated by online requests and e-mail messages, printed communications really cut through the clutter and attract attention. Although some might think that tried-and-true marketing methods like direct mail and catalogs primarily appeal to Baby Boomers, InfoTrends’ research shows that even Millennials are responsive to these communications.

In late 2015, InfoTrends conducted a benchmark study entitled Direct Marketing Production Printing & Value-Added Services: A Strategy for Growth. This effort included an in-depth survey to uncover what the future holds for marketers, consumers, and direct mail printers. The findings from this survey were broken down by age demographic, and respondents between the ages of 18 and 34 are considered Millennials for the purposes of this study. Read more »

Happy Valentine’s Day, Mr. Hamilton

Jim Hamilton
 Feb 13, 2014

While it’s nice to see my name written in rose petals (or in clouds or candies or footprints in the sand), by itself this form of personalization, though eye-catching, is not enough. Using variable data requires more than just a person’s name.

With a very small amount of information (for example, name, address, and account status) it is possible to create a much more effective document. Read more »

2013: A Turning Point for Inkjet in Production

Jim Hamilton
 Dec 10, 2013
Though inkjet has been a hot topic since 2008 (remember the ‘inkjet’ drupa?), it is hard to underestimate the continuing impact inkjet is having across all areas of the graphic arts. I think 2013 marks an interesting turning point. Inkjet is everywhere from document printing to labels & packaging to decorative to functional and 3D printing.

Gartner Hype Cycle

3D printing had to be one of the most talked about topics of 2013 and jetting technologies are the key behind many 3D printing implementations (though in this case they are jetting materials rather than inks). That being said, in my opinion 3D printing has reached what Gartner likes to call the ‘Peak of Inflated Expectations’ and others have described as ‘Irrational Exuberance.’ The way some people talk about 3D printing you’d think that before long you’ll be 3D printing your beer complete with the bottle (with a label on the outside and a cap on top).

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Gearing Up for Print ’13: Production Software Trends

Other Posts
 Sep 6, 2013

Each year in preparation for Graph Expo or PRINT(depending on the year), InfoTrends analysts scan various industry news feeds for the latest press releases and announcements distributed by vendors to spark interests and inform the media on the new and upcoming announcements that they will be demonstrating on the show floor, in Chicago.  In this blog we will be discussing the recent announcements that vendors have been distributing to the media that relate to introductions and advancements being made in the production workflow software space, gearing up for PRINT 13. Read more »

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