Ricoh Europe white paper highlights importance of interactive print in direct marketing campaigns 

Ricoh Europe, London – There is no question that ecommerce is a critical component for many businesses. And now Shopify reports that for the first time ever, mobile accounts for more than 50 per cent of all global ecommerce traffic for the 100,000 ecommerce stores that use its platform. A thought leadership white paper, sponsored by Ricoh Europe, explores mobile usage trends, what they mean for a printing business, and how interactive print can both enhance the user experience and deliver improved results for marketers. Making the Most of Mobile: What a ‘Mobile-First’ Strategy Means for Your Business is available for free download here.

Graham Moore, Director, Business Development, Ricoh Europe, says, “While it has become standard practice to include a mobile element in marketing campaigns, a print component can make a huge positive difference. For example recent Royal Mail research  has showed that campaigns with mail achieved more than twice the market share growth when measured against campaigns without mail in the mix. 

And those print components can be even more powerful when they are made interactive using technologies like Ricoh’s Clickable Paper.

“With Clickable Paper, Ricoh makes it easy for printers to offer a value-added service that links printed pieces to a variety of online information sources and mobile communications, extending both the value and the life of the printed document. This is a great way for printers to differentiate themselves in a highly competitive business environment. And offering this service can also encourage marketers to expand their use of print because combining it with 

Clickable Paper to make print interactive will drive readers online to relevant locations, such as visiting the brand’s ecommerce site to place an order. Once someone engages with the mail piece using Clickable Paper, their activities are tracked and can be responded to in a meaningful and relevant manner.”

Is Your Print Business Mobile Ready?

The white paper explores three aspects of mobile that apply to businesses of all sizes and across industries, with a focus on how they can be applied by professional printing companies.  These include:

1. How mobile technologies can be levered in your own business to improve productivity in terms of production and business management, employee satisfaction and more; 
2. What you need to consider in terms of client-facing applications in order to give them the flexibility of conveniently and comfortably accessing your business from any device, anywhere, anytime, ordering print and other products, reviewing job status and more; and
3. How you can take advantage of the rapid adoption of mobile technologies to add new (profitable) products and services to your portfolio that not only generate new revenue streams but add value to your clients’ businesses.

Moore adds, “We wanted to provide a down-to-earth, thought leadership piece that could help printing firms better understand the opportunities, both internally and externally, that mobile opens up for them. This white paper achieves that goal and more.”