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Stuart O'Brien

Commercial printing technology used by marketers has changed drastically in the last decade – Here’s how
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Commercial printing has undergone a profound transformation in the past decade. Driven by the rapid advancements in technology, changing consumer preferences, and the need for environmentally sustainable solutions, marketers have adapted their strategies and turned to innovative printing methods. Here we delve into the primary shifts that have influenced the commercial printing landscape and how marketers have harnessed these changes, based on input from delegates and suppliers at the Digital Marketing Solutions Summit…

  1. Digital Printing Boom: At the turn of the decade, traditional offset printing dominated the market. However, the rise of digital printing technology has allowed for quicker turnarounds, short-run prints, and personalised marketing materials. This shift means that marketers can now tailor their print campaigns to specific audiences, enhancing engagement and return on investment.
  2. Sustainability and Eco-friendly Materials: Environmental concerns have gained significant traction over the decade. Marketers, recognising the increasing consumer demand for sustainable practices, have pivoted towards eco-friendly printing solutions. The use of soy-based inks, recycled paper, and energy-efficient printers reflects a broader commitment to reducing the carbon footprint and waste in the industry.
  3. Integration with Augmented Reality (AR): One of the most groundbreaking developments has been the incorporation of AR into printed marketing materials. By scanning printed visuals with smartphones or tablets, consumers can access additional digital content, creating an interactive and immersive brand experience. This integration bridges the gap between traditional print and digital media, offering marketers an innovative way to engage their audience.
  4. Variable Data Printing (VDP): The desire for personalisation has driven the adoption of VDP. This technique allows marketers to alter text, graphics, and images from one printed piece to the next without slowing down the printing process. As a result, campaigns can be hyper-targeted, with materials tailored to individual consumer profiles, enhancing their relevance and impact.
  5. 3D Printing: While not widespread in every marketing campaign, 3D printing has provided a new avenue for product prototyping, promotional goods, and even unique event invitations. Its ability to bring concepts to tangible life has given marketers a novel tool for brand promotion.
  6. On-demand Printing: With the rise of e-commerce and the need for just-in-time production, on-demand printing has become increasingly prevalent. Rather than bulk printing and storing vast quantities of marketing materials, companies can now print exactly what they need, when they need it, reducing storage costs and waste.
  7. Flexibility with Finishes and Textures: Advancements in printing technology have enabled a wider array of finishes and textures. From spot UV varnishing to metallic inks, marketers can create tactile experiences, adding a layer of luxury and distinction to their printed materials.

The past decade has witnessed a confluence of technological, environmental, and consumer-driven shifts in the commercial printing domain. Marketers have adeptly leveraged these changes, creating more impactful, sustainable, and personalised campaigns. As the boundaries between digital and print continue to blur, the future promises even more exciting innovations for the world of commercial printing.

Are you looking for printing solutions for your business? The Digital Marketing Solutions Summit can help!

Photo by Mika Baumeister on Unsplash

Do you specialise in Creative & Design? We want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in November we’ll be focussing on Creative & Design solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Creative & Design and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk.

Nov – Creative & Design
Dec – Online Strategy
Jan 2024 – Content Management
Feb 2024 – Lead Generation & Tracking
Mar 2024 – Email Marketing
April 2024 – Digital Printing
May 2024 – Social Media
Jun 2024 – Brand Monitoring
July 2024 – Web Analytics
Aug 2024 – Conversion Rate Optimisation
Sept 2024 – Digital Signage
Oct 2024 – Brochure Printing

Marketers at loggerheads with IT departments over data
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Seventy-eight percent of organisations report centralising customer data management within information technology (IT) teams, with marketers bemoaning the fact that use of new tech is often restricted by their cyber overlords.

The Gartner survey of 405 marketing leaders conducted in May and June 2023 found 59% of marketers agreed with the statement that “our IT policies and/or strategy constrains our use of emerging technologies.”

“Collaboration between IT and marketing has traditionally been focused on selecting applications with their own data stores, such as a marketing automation solution which stored contacts, leads, and content,” said Benjamin Bloom, VP Analyst in the Gartner Marketing practice. “Diversification of the usage of customer data, beyond marketing, forces marketers to re-evaluate how their applications interact with enterprise-wide data. Successful CMOs should seize the opportunity to re-focus and leverage a new class of cloud-based IT resources, unless they fall short of marketing’s needs.”

Marketing’s autonomy over their own technology choices is also shifting based on the vital role that data and cohesive workflows play in productivity: 78% of respondents said they must select their solutions from pre-approved vendors and platforms.

The survey also found that across key martech activities, IT is on average taking greater ownership, and the frequency of marketing teams with sole ownership is receding. This shift spans both business-centric work such as acquisition of budget for martech, and driving adoption and utilization to support customer journeys, to more technical work such as configuration and deployment of new martech, and managing vendor relationships and contracts; management of all of these shifted toward IT year-over-year.

Overall, while martech teams were open to letting marketing and IT play to each others’ relative strengths, the share of respondents stating IT had sole responsibility or was leading with marketing in support increased across every activity for which there was year-over-year data between 2022 and 2023.

“In a perfect world, marketers lead more business-focused work, and IT leads more technical and integration activities. The focus should be on getting the work done, not a territorial battle,” said Bloom. “Many marketers will welcome this shift given the dependence of many technical activities on underlying data warehouse infrastructure owned by IT, but just as encouraging is the increasing business-savvy from IT teams which can drive the ultimate goal of productive martech stacks.”

How to choose the best brochure printing solutions for your next campaign
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Brochures remain a tangible touchpoint for many marketing campaigns, offering customers a physical connection to a brand, its services, or products. However, the effectiveness of a brochure hinges largely on its quality. Therefore, when selecting a brochure printing partner, it’s vital to consider several crucial factors to ensure that the final output aligns with your brand or client’s ethos and delivers the desired impact. Here are some top tips, based on input from delegates and suppliers at the Digital Marketing Solutions Summit…

  1. Quality of Print:
    • Consistency: Ensure that the printer provides consistently high-quality prints, free from colour mismatches or errors.
    • Sample Portfolio: Before committing, ask to see samples of their past projects to assess their quality firsthand.
  2. Materials Used:
    • Paper Quality: The weight, texture, and finish of the paper can dramatically affect the brochure’s look and feel.
    • Eco-friendliness: With rising environmental concerns, consider printers using sustainable or recycled materials.
  3. Customisation Options:
    • Design Flexibility: The printer should offer a variety of templates and customisation options to cater to your specific design needs.
    • Special Finishes: Features like spot UV, embossing, or metallic inks can elevate the final look of your brochure.
  4. Turnaround Time:
    • Speed vs Quality: While fast turnarounds are crucial, it shouldn’t come at the expense of print quality.
    • Deadline Adherence: Ensure the printer has a reputation for meeting, if not exceeding, delivery deadlines.
  5. Cost-effectiveness:
    • Transparent Pricing: Avoid hidden fees by ensuring the printer offers a clear breakdown of costs.
    • Bulk Pricing: For large orders, enquire about bulk printing discounts.
  6. Digital Capabilities:
    • Augmented Reality (AR): Some cutting-edge printers offer AR features that can be integrated into brochures, enhancing user engagement.
    • QR Codes: Having the capability to embed QR codes can bridge the gap between your print and digital marketing efforts.
  7. Customer Service:
    • Consultation: A good printing partner will offer consultation on design, materials, and distribution strategies.
    • Communication: Open channels of communication ensure any issues or changes are addressed promptly.
  8. Reputation and Reviews:
    • Client Feedback: Reviews and testimonials provide insights into the reliability and quality of a printing partner.
    • Industry Experience: Printers with extensive experience in your sector can offer valuable insights and tailored solutions.
  9. Distribution Capabilities:
    • Mailing Services: Some printers offer mailing services, allowing you to distribute your brochures directly to your target audience.
    • Geographical Reach: Ensure they can deliver to your desired regions, especially if targeting a nationwide audience.
  10. Flexibility:
  • Order Adjustments: A suitable printing partner should accommodate last-minute changes or adjustments when necessary.
  • Print-on-demand: This option can be more cost-effective for smaller batches or frequently updated content.

A brochure serves as an ambassador for your brand. By choosing the right printing partner in the UK, marketing professionals can ensure that this ambassador speaks effectively to its audience, reflecting the brand’s values, quality, and promise.

Are you looking for brochure printing solutions for your business? The Digital Marketing Solutions Summit can help!

Image by paine from Pixabay

Digital Marketing Solutions Summit: What to expect at May’s big event
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You can now register for your free delegate place at next year’s Digital Marketing Solutions Summit – here’s what’s it store…

Unlike large expo’s, this intimate, hassle-free event allows you to build beneficial business relationships through your own itinerary of 1-2-1 meetings, with suppliers that match your current project/business requirements.

No hard sell, just a chance to meet and explore your options.

8th May 2024 – Hilton London Canary Wharf

Book Today

As one of our VIP attendees you will benefit from:

– The opportunity to meet with providers that can support your projects, plans, and events.
– Insightful and educational seminar sessions.
– Networking opportunities with peers who share your daily challenges.
– Lunch and refreshments throughout.

All the above will be included in your complimentary place, – contact us today if you have any questions at all.

Google’s latest AI reveals let down by ‘vague timelines’
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While Google continues to impress with the latest round of ‘Duet AI for Google Workspace’ features unveiled at Google Cloud Next ’23, vague rollout timelines stole some thunder from the announcements.

That’s according to Gregg Willsky, Principal Analyst at GlobalData, who said: “’Duet AI’ was likened to an intelligent collaborator poised at the user’s side, waiting to act based on their commands.”

GlobalData analysis finds the ‘Duet AI’ name is intended to evoke the idea of a union between the user and AI. Since the arrival of ChatGPT, the public has feared that AI will soon substitute hard-earned skills. To offset that concern, the industry (Google included) has been attempting to position AI as a tool that helps users, not hampers them.

Willsky added: “Duet AI paired with the Google CCAI Platform would make for an even more robust AI portfolio. Marrying collaboration and contact center capabilities to help deliver a superior customer experience (CX) has become a top priority among players in the unified communications and collaboration (UC&C) market, especially given the current economic climate. Once Duet AI is fully launched, Google will be well positioned to take advantage of this trend and to do so in a manner fueled by AI.”

Google’s existing innovations and the promise inherent in those forthcoming have borne fruit. More than 300 features have been launched in Google Workspace over the past 12 months alone, and Google Workspace now has more than three billion users and more than 10 million paying customers. Currently, thousands of companies and over one million users are using Duet AI in Google Workspace.

Willsky concluded: “Viewing the event holistically, the announcements make for a nice feather in Aparna Pappu’s cap as she begins her second year as chief of Google Workspace. However, somewhat diluting the excitement was a vague rollout timeline. While some features are currently available, much of what was discussed will launch in the next few weeks, months, and even in 2024. Hopefully, Google will offer more specificity soon.”

Customer Journey Management the key priority for CX specialists for 2023/24
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Customer Journey Management, Customer Insights and Customer Engagement Channels are topping the list of solutions the UK’s CX professionals are sourcing for 2023/24, according to our exclusive research.

The findings have been revealed in the run up to the CX Solutions Summit, which takes place on October 19th in London and are based on delegate requirements.

Delegates registering to attend are asked which solutions they needed to invest in during 2023/24 and beyond.

Customer Satisfaction and Analytics Tools rounded out the Top 5.

Top 10 technologies being sourced by CX Solutions Summit delegates 2023/24:

Customer Journey Management

Customer Insights

Customer Engagement Channels

Customer Satisfaction

Analytics Tools

AI Personalisation

Chatbots

Customer Retention

Self Service

AI Applications

Sarah Beall, Managing Director at Forum Events & Media, said: “The way we match buyers and suppliers at the CX Solutions Summit gives us a unique insight into the types of products and services the industry is looking for right now. Not only does it mean we can deliver a highly-targeted B2B event with proven outcomes for all attendees, but we can deliver valuable insights into how the market is developing at what is a hugely exciting time for all stakeholders.”

To find out more about the CX Solutions Summit, visit https://cxsolutionssummit.co.uk. 

For more information about the buying trends data and the CX Solutions Summit, contact Mark Connell on 01992 374083 | m.connell@forumevents.co.uk

Boosting Campaign ROI with Artificial Intelligence: A marketer’s new ally?
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Marketing professionals are perpetually seeking innovative ways to maximise their return on investment (ROI). Artificial Intelligence (AI) has emerged as a potent tool in this quest, offering unparalleled insights and automation capabilities. Here’s how AI is revolutionising campaign ROI in the marketing world…

  1. Predictive Analytics:
    • Function: AI can sift through vast datasets, analysing past marketing campaigns, customer behaviours, and sales trends to predict future outcomes.
    • Benefit: With these insights, marketers can make informed decisions, ensuring their campaigns target the right audience at the right time with content that resonates, leading to higher conversion rates.
  2. Personalisation at Scale:
    • Function: AI algorithms can tailor content, advertisements, and product recommendations for individual users based on their behaviour and preferences.
    • Benefit: Personalised marketing enhances user engagement and boosts conversion rates, driving up ROI.
  3. Chatbots and Virtual Assistants:
    • Function: Using Natural Language Processing (NLP), AI-powered chatbots can interact with customers in real-time, addressing queries, offering product suggestions, and even guiding them through the purchase process.
    • Benefit: This not only improves the user experience but also reduces bounce rates and cart abandonment, further augmenting ROI.
  4. Dynamic Pricing:
    • Function: AI can analyse various factors like demand, competitor pricing, and stock levels to dynamically adjust prices.
    • Benefit: This ensures products are priced optimally, leading to increased sales and maximising profit margins.
  5. Content Creation and Curation:
    • Function: AI tools can auto-generate content or recommend content pieces that are most likely to engage a specific audience segment.
    • Benefit: This reduces the manual effort in content strategies and ensures that content is always relevant, enhancing engagement and conversions.
  6. Ad Spend Optimisation:
    • Function: AI can analyse the performance metrics of ad campaigns in real-time and allocate budgets to the most effective channels or audience segments.
    • Benefit: This ensures that marketing spend is always channelled to the highest-performing avenues, maximising ROI.
  7. A/B Testing Automation:
    • Function: Instead of manually setting up split tests, AI can automatically test multiple campaign variations simultaneously, learning from user interactions and tweaking campaigns in real-time.
    • Benefit: This reduces the time to find the most effective campaign version and increases the overall efficiency of marketing efforts.
  8. Sentiment Analysis:
    • Function: By analysing social media mentions, reviews, and other user-generated content, AI can gauge the sentiment around a brand or campaign.
    • Benefit: This feedback helps marketers tweak their strategies for better resonance and engagement, directly influencing ROI.

By integrating AI into their strategies, marketing professionals can not only gain deeper insights into their campaigns but also automate various processes, ensuring optimal resource utilisation. The result is a marked improvement in campaign performance and a tangible increase in ROI. As AI technology continues to advance, its role in refining and enhancing marketing campaigns will only become more pivotal.

Learn more about how AI can supercharge your campaigns at the Digital Marketing Solutions Summit.

Marketing technology demand to hit $1.7 trillion by 2032
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The global marketing technology industry generated $329 billion in 2022, but is anticipated to generate $1.7 trillion by 2032, equivalent to a CAGR of 18.5% driven by demand for personalisation and automation.

That’s according to a new report from Allied Market Research, which defines marketing technology (MarTech) is tools, platforms, and software applications that help businesses automate, streamline, and improve their marketing activities. For the purposes of the study this includes CRM (Customer Relationship Management), marketing automation platforms, CMS (Content Management System) tools, social media management tools, and data analytics software.

The report states that the global marketing technology market is experiencing growth due to several factors, including the increasing digital transformation, the surge in demand for personalized experience, and the proliferation of automation and efficiency.

However, data privacy and compliance, and the high cost of implementation could hamper market growth. Furthermore, the growing integration of AI and ML technologies and the increase in demand for real-time marketing are anticipated to provide lucrative growth opportunities.

Based on type, the digital marketing segment held the highest market share in 2022, accounting for nearly three-fourths of the global marketing technology market revenue, and is estimated to maintain its leadership status throughout the forecast period. The rise in the usage and development of digital technologies in the marketing sector propels market growth significantly. However, the offline marketing segment is projected to manifest the highest CAGR of 20.7% from 2023 to 2032. This is due to offline marketing services helping to grow relationships and networking of customers.

Based on end-use, the retail and e-commerce segment held the largest share in 2022, contributing to more than one-fourth of the global marketing technology market revenue, and is expected to maintain the lead position during the forecast period. This is because of numerous advantages provided by marketing technology such as faster processing times, lower latency, and the ability to customize and tailor the technology to specific requirements. However, the media and entertainment segment is expected to portray the largest CAGR of 23.5% from 2023 to 2032. Marketing technology can innovate and streamline consumer and subscription processes.

Based on region, North America to hold the highest market share in 2022, accounting for more than one-third of the global marketing technology market revenue. This is due to the rising investments from public companies, such as Google LLC, IBM Corporation, Microsoft Corporation, and Amazon Web Services, Inc. among others, which is expected to drive market revenue growth in the region.

On the other hand, the Asia-Pacific region is expected to maintain its dominance during the forecast period. The same region would also showcase the fastest CAGR of 21.7% from 2023 to 2032. This is due to the rise in digital penetration and adoption of smart devices, such as smartphones, tablets, and laptops are expected to drive market revenue growth in the region and provide lucrative growth opportunities.

Marketers warned to expect changing holiday shopping trends
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Only 9% of consumers reported that they plan to spend more this holiday season, with 19% beginning their shopping in October, 29% starting in November, and only 10% waiting to begin shopping until December.

That’s according to a marketing survey conducted by Gartner, which indicates another 19% of consumers reported that they have been shopping year-round, up from 16% in 2022. This is a trend that will continue to grow.

In fact, Gartner predicts 30% of consumers will shop for winter holiday gifts year round by 2026.

The survey of 302 consumers conducted in June 2023 revealed that 28% of respondents plan to spend less this holiday season than in 2022, while 63% of consumers plan to spend the same amount this year as last year.

“This is concerning given that consumer spending during the 2022 holiday season did not meet industry projections,” said Kassi Socha, director analyst in the Gartner Marketing practice. “Annual growth was attributed to higher prices on the part of retailers combating inflation, not an increase in consumer discretionary spending.”

“Retailers have continued to expand their year-round promotional calendar, and, in turn, consumers have followed their lead,” said Socha. “Branded summer sales are becoming more common, and while retailers don’t need to hang snowflakes in July to capture consumer attention, they should increasingly take holiday shopping into account beyond the fourth quarter of the year.”

Free shipping is no longer a differentiator, but a consumer expectation. Behind price, holiday shoppers noted free shipping (45%) as one of the top drivers in influencing a purchase decision. These were followed by value (35%), promotions or deals (33%), selection of gifts (24%), and ratings and reviews (17%) as the top reasons influencing a holiday gift purchase.

Though the majority of consumers plan to maintain most of their online shopping behaviors this holiday season, only 16% reported that they’ll shop more online than in-store in 2023, compared to 21% last year. Retailers with physical stores should market more than free shipping; Almost one in three consumers intend to utilize hybrid, same-day delivery or expedited shipping services for their holiday shopping needs.

“While CMOs need to ensure digital commerce success during the holiday season, brick-and-mortar store marketing should not take a backseat,” said Socha. “Marketers and advertisers have a critical opportunity to prevent further decline of store profitability and, in some cases, drive profitable growth by leaning into the competitive advantage that their stores have compared to digital commerce experiences: faster and more efficient fulfillment.”

Younger consumers are more likely to prioritize a company demonstrating social purpose. Among winter holiday shoppers, 13% of consumers selected an environmental, social and governance (ESG) factor as the most important factor when selecting a gift. For younger consumers, factors such as the gift being locally made or from a brand owned by a member of a historically underrepresented group are more important than access to expedited shipping.

“Marketing on cause is not without potential peril,” said Socha. “Retail CMOs concerned about taking a strong sociopolitcal stance and risking brand reputation in their winter holiday marketing should ensure it will be perceived positively and authentically by target consumers, and ensure preparedness if consumers react negatively.”

Image by Alexa from Pixabay