According to the market research firm InfoTrends, production color digital print continues to grow at an astounding rate. Inkjet is set to grow at 19%, from 200 billion impressions to 350 billion impressions, by 2020. By contrast, toner-based imaging is forecast to grow at 5%. Likewise, where color inkjet accounted for 46% of total production digital color page volume in 2015, it will account for 62% in 2020.
Driving this growth is not just inkjet’s production speeds, which range from 1,000 A4 ipm to 10,000+ depending on the machine, but its outstanding quality and consistency, too. It is not unusual for inkjet presses to be producing millions, even tens of millions, of extremely high-quality impressions per month.
Inkjet technology brings full color print production into the mix for high-volume multichannel marketing campaigns, including transpromo. Now marketers can incorporate full color, fully variable and dynamically produced direct mail pieces even at the highest volumes.
This is an important development because the need to personalize high-volume communications in color is growing. According to InfoTrends, 52% of marketers in the promotional space consider printing customer communications in full color vs. black-and-white “very important,” and 41% of marketers in the transactional space do.
The key benefits of full color include:
- Strengthens brand image
- Improves readability of communication
- Provides competitive differentiation
- Seen as a marketing necessity
- Customer demand and increased ROI
More than ever, printed mail matters. Sure, electronic mail is growing, but many marketers overestimate the percentage of documents they can move to electronic form. Printed documents continue to be valued by customers, and when given the option to move to fully electronic versions, they choose not to do so. The growth of inkjet gives high volume marketers more options in the multichannel space.
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