Report reveals printer communications hole

Posted by Wayne Robinson | February 19, 2021

Printers need to come to the fore and provide customers with the ideas, innovation, support and guidance they claim they want – but few do, according to Canon’s latest Insight report.

Gap Between Printers and Markets: Canon Insight Report

The research found that fewer than 20 percent of printing companies are meeting their customers’ needs. At a time when brands are under more pressure than ever due to static or shrinking marketing budgets, 80 percent more would welcome creative contributions from their suppliers that represent a clear opportunity for printing.

According to the report, marketing managers are under pressure to immediately justify their expenses. Businesses want to prove the return on investment (ROI) of their campaigns by taking measurements that show printing problems, while digital marketing with its click rates, likes, stocks and the like gives the numbers they are increasingly craving for. On the other hand, pressure lacks the key figures that marketing increasingly needs. Anyone who has tried to sell print advertising or marketing has typically come across the ROI argument within the first five minutes of a conversation

However, according to Reoprt, marketers can view printing as slow and expensive and not as targeted as digital. “The real Achilles heel is measurability,” the report said. “ROI is practically impossible to measure.”

Brands are relying on digital technology and are now investing 46 percent of their budget in online marketing. Almost all, around 95 percent, said they had increased their digital presence in the two years before the researchers called.

The report says that it does so despite the fact that they are aware of the limitations of using digital-only campaigns, that consumers are suffering from digital fatigue, that mass emails cannot be delivered, that the digital one Engagement is low and that consumers are skeptical of brands on social media.

Almost all respondents – 97 percent – said they used print alongside other marketing modes, and almost half – 47 percent – often run integrated campaigns with print. At 33 percent of today’s print marketing budget, it is viewed as the basis for branding campaigns.

The Canon report says marketing departments want to use pressure. Overall, 33 percent of budgets are spent on print, and 30 percent of marketing managers say print is at least as important to a channel as it is to digital.

While there is hope in the response to the pressure, there is still a problem, according to the report. Canon has a gap between what marketing departments need for innovative ideas, support, and guidance on how to use print and how to combine it with digital printing and make a greater impact with print, on the one hand, and having on the other what printers deliver. According to the report, few offer what is needed.

Three quarters of marketers would like their print suppliers to be more advisory, but only 20 percent of them act that way. A third of marketers say they would benefit from support and guidance that they are currently not getting.

According to Canon’s report, the solution is to have the printers focus on it instead of worrying about price. Few marketers are said to choose the cheapest printers. Research published in the report shows that “most print service providers today lack the ability to give marketing decision makers more of what they want,” the report concludes.