About 36 per cent of buyers of printing technology could be unaware of print-on-demand services and technologies, according to a survey sponsored by Canon Europe.
Mark Lawn, European marketing director for professional print at Canon Europe, said there remains an enormous opportunity for resellers to educate their customers and raise awareness of what print – especially customised print on demand – can do.
"The print sector is missing out on significant potential opportunities for growth and needs to communicate far more frequently with customers, putting aside any presumptions about the level of customer knowledge. [Technology providers] who take a more confident and consultative approach can grow their business and make their relationships stronger," Lawn said in a statement.
The statistic comes from a survey of 420 "senior decision makers in corporate organisations and marketing or creative agencies across Europe". The telephone interviews also suggested that lowest cost is a key selection criterion for only 10 per cent of buyers. The primary factor, according to Canon, was value for money.
"Buyers may be far from clear about what digital print can do for them," Canon said in its press statement.
"Likewise, a third were unaware of the scope for short-run publishing, and almost half are not using targeted customised direct mail. This point is supported by the fact that more than half of customers, when questioned about proactivity in offering advice and guidance, indicated that their print service providers do not make them aware of new print developments or alternatives."
At the same time, 70 per cent of buyers surveyed said they view print to be as effective or even more effective than any other media when trying to market to or otherwise communicate with their customers.
The proven effectiveness of print is cited as one of the key drivers of print's anticipated future growth, as is print's increased use as a support mechanism for online and cross media.
Print is also considered a key component of multi-channel communications, which respondents see as the most effective way to maximise reach and exposure, according to Canon.
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