Never Look Back
It takes more than producing a great print job to stay on top. It takes perseverance. It takes knowledge. It takes a little thing called the Internet. If you aren't familiar with the mechanics of personalized URLs and other types of Web-landing solutions to create interactive conversation, you might be in trouble, noted Pat McGrew, data-driven communications segment evangelist, for Rochester, New York-based Kodak.
"Printers come in many shapes and sizes, and each variation has its own challenges," she said. "Today, they need to be able to have conversations with their customers about using data-driven triggers to create more personalized and targeted content."
The multifaceted nature of the Internet has changed the landscape of the print industry over the past decade. Printers on board are finding great success with this powerful tool. "For those who have embraced it, an Internet-based model for business development, customer acquisition, bringing jobs on board and customer support can add efficiencies and grow customer satisfaction," McGrew stressed. "The big changes over the past decade are the number of ways that a customer can interact with a printer using the Internet."
For instance, she explained a customer located in South Florida can search the Web to find a printer who specializes in the type of printing it needs, even if that printer is headquartered in North Dakota or Arizona. In addition, with just a few clicks of the keys, printers can search for supporting service providers outside of their local market and foster a working relationship. And the more sophisticated Internet users can master real-time customer job tracking and customer service.
McGrew continued, "In essence, the Internet has provided the print industry with a great infrastructure. The challenge is to find ways to use that infrastructure to differentiate product offerings and grow market share."