Page 11 - inPRINT Issue 63

inTECHNOLOGY

HOW ‘PROGRAMMATIC PRINT’

CAN RESCUE DIGITAL MARKETING

igital marketing has been high on which gives print a place in the rocket science: marketing automation
Dbrand owners’ agendas for much of automated marketing world. As the solutions are designed to integrate
the last decade, but it now dominates ‘programmatic’ label suggests, the with a wide range of tools, including
discussion for the wrong reasons. concept is related to programmatic digital print. And there are many
Digital isn’t working as well as it used marketing (automated real-time print service providers (PSPs) out
to, because consumers are turning off bidding for online advertising) and there with automated print workflows
from it in growing numbers. For some, to programmatic mail (where a who will be only too happy to help.
it’s about lack of trust. For others, the customer’s online interaction generates The adoption of high speed
volume of digital content is simply a targeted piece of direct mail). production inkjet technologies has
too great — so huge that it’s squeezed Programmatic Print links further enabled this opportunity,
consumers’ average attention spans marketing automation platforms with many PSPs now benefiting
to as short as eight seconds. Turning with the highly-automated digital from the flexibility, high quality
off the digital channel isn’t an option, print production workflow. The same and attractive economics, allowing
because digital marketing is here to up-to-date customer information that brand owners to realise the value and
stay. sends an email or triggers a banner communicate more effectively with
It’s against this backdrop that print ad is used to generate a personalised their audience.
is making a comeback. Print is a print file that delivers emotionally Canon’s role as a leading digital
lot easier on the eyes and ears than appealing, high-quality print to printing solutions provider involves
digital, and it also has a non-verbal prospects, usually within 24 hours. bringing brand owners and PSPs
power that’s way more effective than Programmatic Print is most together to identify the opportunities
digital. Print reaches deeper into powerful at ‘the time of high intent’, that Programmatic Print opens up,
our consciousness, even triggering that moment in the customer journey and to put in place the best strategy
activity in the part of the brain where when engagement is at its strongest. to exploit them. Inkjet technology is a
we assess the value of products. Imagine you’re a car manufacturer great way to use programmatic print,
But at first sight there’s a flaw whose website allows customers as this new segment is becoming
in the argument for adding print to interactively try out paint and increasingly important.
to a campaign – it lacks the ‘real- upholstery colours. Next morning a
time’ response that consumers personalised brochure arrives in the For further information, please
and brands have got used to. While post, colours identical to those chosen contact, Chris Aked, International
this is undeniable, it’s much less yesterday. There’s a hotline number Business Development Manager, at
important than you might think, to the local dealer for a test drive too. [email protected]
thanks to Programmatic Print, Combining print + pixels isn’t

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