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Despite Increased Competition, Opportunities Abound with Personalized Communications

We’ve all heard about the promise that personalized communications can deliver, and many service providers have gotten in the game, creating more competition than ever before. While there is substantial opportunity, service providers need to expand capabilities, differentiate offerings, and meet marketers’ needs to remain competitive.

By Bryan Yeager
Published: March 22, 2011


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Bryan Yeager is a Senior Consultant for InfoTrends’ Business Development Strategies and Production Workflow Solutions Consulting Services. Bryan covers a number of existing and emerging software and technology markets that enable cross-media marketing communications. He is the author of several in-depth Ultimate Guide reports that span across a variety of software categories, and provides insight through research, analysis, and consulting. He can be contacted via e-mail at bryan_yeager@infotrends.com or via Twitter (@bryanyeager).



By Gina Testa on Mar 22, 2011

While only 12% of variable jobs are considered highly complex, they are the ones that drive the most profit for print providers - and the best ROI for their clients – so I absolutely agree that service providers should push for those jobs.

One hurdle that print providers often talk about is how to get started on the more complex jobs. Fortunately, many vendors offer business development tools that provide hands-on or virtual training to help. Print providers can get guidance on everything from selling in more complex personalization to application kits that provide easy-to-use templates.

And when you take into consideration that digital technology can give pieces a high-end look and feel, while workflow software can push the jobs effectively through the shop, getting started isn’t as intimidating as it may appear.

It’s my hope that more and more service providers can add complexity to the applications they sell – which would be good news for our industry and our clients.


By Steven Amiel on Mar 22, 2011

MSP- Making Sustainable Profits
What ever you choose to add as a product or service, make sure it supports your primary business and contributes to your profitability.

Fighting for the 12% is a tough battle. Most everyone in that game is vertical specific and very good at what they do. Go to the part of the 62% where the data is there but the customer adoption rate is slow. A good example is fundraising and Higher Education. Software like Raisers Edge is being used by most non for profits and capturing tons of data. The work is ongoing and the metrics are easily identifiable for ROI.
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