Printing Industry Commentary & Analysis

Safeguarding Commercial Printing: Advancements in Cybersecurity

Published November 21, 2024

The growing integration of digital technologies into commercial printing has fundamentally transformed the way that today’s companies operate. Automation, data analytics, and cloud computing are now key to improving efficiency and reducing costs. Although these innovations enable smarter production processes, they also expose operations to cyberthreats. This article discusses how strong cybersecurity protocols can help ensure operational security while maintaining client trust.

“Green” Textiles and Apparel: Digital Printing Leads the Way

Published November 7, 2024

As the world continues to prioritize sustainability and “green” practices, the textile industry is experiencing a significant transformation to meet eco-friendly standards and government regulations. This article explores what sustainability means for textile and apparel companies, and how digital printing is paving the way for a more sustainable future.

Executive Leadership’s Critical Role in AI Adoption

Published October 31, 2024

Artificial intelligence is moving from theory into practice, but its success depends on the leadership and strategic decisions made at the highest level of an organization. This article explores the critical role that executive leaders play in AI adoption and the challenges they face.

Print’s Enduring Role in Customer Communications

Published October 17, 2024

Even in today’s digital world, printed materials play a powerful role in customer communications. In fact, firms that are focused on customer experience have discovered an excellent harmony between print and digital channels. This article explores how businesses can optimize the strengths of both digital and printed media to culminate more meaningful customer relationships.

Keypoint Intelligence Study Reveals Top Challenges and Strategies for High-Volume Apparel Decorators in 2024

Published October 4, 2024

In 2024, Keypoint Intelligence conducted an in-depth study examining the operations of high-volume apparel decorators across the globe. The report explores various printing technologies, including Screen Printing, Direct-to-Garment (DTG) Printing, Hybrid Printing, and Dye Sublimation. This article highlights the top challenges faced by decorators using these technologies and discusses key strategies used to overcome them.

Smart Sales Training for Today’s Reps

Published October 3, 2024

Sales training is essential for any organization that wants to improve its revenue and build a successful sales team, but many sales representatives will tell you that they simply don't enjoy this training. This article explains why traditional training methods often fall flat and explores some alternatives that can help today’s reps sell more effectively.

Streamlining Your Workflow with AI: Lessons from The Jetsons

Published September 19, 2024

The increasing adoption of artificial intelligence has spurred a widespread integration of new technologies. AI is more than just the talk of the town—it has proven that it can walk the walk. This article explores how AI integration is leading us into the future.

Getting Noticed with Direct Mail: Strategies for Success

Published September 5, 2024

Tried and true direct mail campaigns can still attract attention, but standing out involves more than simply showing up in a recipient’s mailbox. Citing recent research from Keypoint Intelligence, this article explores some of the strategies for direct mail that drives engagement and makes an impression.

Artificial Intelligence: Current Impact and Future Potential

Published August 22, 2024

What’s really happening with artificial intelligence adoption among businesses? Keypoint Intelligence recently published an AI readiness survey of over 450 business leaders across various industries. This article provides some key observations from our survey data and helps paint a picture of AI’s current impact and future potential.

Developing a Solid Personal Brand

Published August 8, 2024

A solid personal brand can help attract clients, build relationships, and close business. A well-known and trusted brand name can eliminate decision uncertainty when it comes time to select a product or supplier. By putting thought into your brand now, you can soon see the benefits of increased visibility, credibility, and profitability.

Enhancing Direct Mail: The Impact of Personalization and Specialty Print in a Digital Era

Published August 1, 2024

A recent study of print demand in key vertical industries found the transition to digital is undeniable, but direct mail remains a vital component of modern messaging campaigns. This article explores how personalization and specialty print can further increase the effectiveness of direct mail.

The Value of Embellishments: Making the Most of Your Printed Communications

Published July 25, 2024

Human beings love bright and shiny things. Glimmering objects have a way of catching our attention, and people tend to associate shine with higher quality. Many of today’s digital printing devices come equipped with specialty inks, inline or near line spot coating, varnishes, or finishing methods that make it easier than ever to produce high-value printed products in short runs. This article explores the appeal of embellished printing.

Artificial Intelligence and What It Means for Marketers

Published July 12, 2024

Artificial intelligence (AI) significantly impacts marketing by improving customer experience and campaign effectiveness. This article explores AI's current influence and potential future impact on marketers. Discover how AI applications like static image recognition, tagging, and cyberattack prevention are transforming the marketing landscape. Arm yourself with the best data available and learn how to successfully leverage AI.

Keypoint Intelligence Releases New Vertical Market Research

Published July 11, 2024

At the end of 2023, Keypoint Intelligence completed a comprehensive multi-client study of print demand in key vertical industries. This survey serves as an update to similar research that was conducted in 2020. Over 1,200 respondents from businesses with 200+ employees participated in this study. This article provides a top-level overview of the key findings from this research.

Strengthening Artificial Intelligence with Clean and Organized Data

Published June 20, 2024

It’s hard to go anywhere these days without hearing something about artificial intelligence (AI) and how it might change our world. Before you jump on the AI bandwagon, though, it’s a good idea to take a step back and think about your company’s data. This article explores the importance of clean, well-organized data when exploring an AI infrastructure.

Vertical Market Research from Keypoint Intelligence Uncovers Key Industry Trends

Published June 10, 2024

In late 2023, Keypoint Intelligence completed a comprehensive multi-client study to gain a better understanding of how print demand is changing in key vertical industries. The vertical industries that were covered in depth include education, finance/banking, healthcare, hospitality, insurance, manufacturing, retail, and publishing.

Understanding Acronyms: What’s in a Name?

Published June 6, 2024

In specific industries or communities, acronyms can signify membership or expertise. They act as shorthand that only a select few understand, which can foster a sense of belonging. Successfully applying today's acronyms when talking with your clients involves more than just inserting trendy terms into conversations. It requires understanding your audience and the context in which the acronyms are used. This article explores acronyms and offers strategies on using them without alienating your customers.

Minimalist Packaging: A Focus on Sustainability and Smart Design

Published May 23, 2024

Minimalist packaging is not a fleeting trend. It involves using the fewest possible elements to package a product while still effectively protecting and presenting it. This article explores how minimalist packaging design is impacting every layer of the packaging food chain, including brand owners, designers, converters, digital equipment manufacturers, and consumers.

Understanding Communication Preferences to Maximize Engagement

Published May 9, 2024

Consumer preferences are changing all the time, so print service providers find themselves at a critical juncture. To remain relevant, service providers must acknowledge and respond to the dynamic shifts in communication preferences. This article delves deeper into customers’ communication preferences, highlighting Keypoint Intelligence data on the trends that are shaping today’s direct marketing spending.

Transforming Textiles: The Path to Sustainability

Published April 25, 2024

Monday, April 22 was the 54th occurrence of Earth Day. Now is a great time to reflect on the impact of one of the world’s most resource-intensive industries: Textiles. The textile industry is notorious for significant water consumption, waste, and CO2emissions. This article explores the need for a shift toward sustainability and a circular economy in the printed textile and decorated apparel industries.

Lean Manufacturing for Today’s Businesses

Published April 11, 2024

Lean manufacturing is a well-recognized and powerful practice that can help optimize productivity and reduce waste. Despite the gradual improvements in our industry's supply chain, problems still exist. This article explores how PSPs can navigate today's business priorities and refine their supply chain to address the current business climate.

Automation in Digital Textile Printing: A Cautionary Tale from “The Twilight Zone”

Published March 21, 2024

In the ever-evolving landscape of digital textile printing technology, our industry has witnessed a transformative wave of automation. This shift towards automated processes has certainly revolutionized production, but it also drew intriguing parallels to ideas from the past. This article explores how an old episode of “The Twilight Zone” teaches a still-relevant lesson about automation and the future of manual labor.

Direct Mail in a Digital World: Personalization and Specialty Print Pave the Way

Published March 7, 2024

A resent study of print demand in key vertical industries found the transition to digital is undeniable, but direct mail remains an important component of modern messaging campaigns. This article explores how personalization and specialty print can further increase the efficacy of direct mail.

The Print Label Market: Strategies for Success and Key Considerations

Published February 22, 2024

The advent of digital press technology has created new avenues for label production, delivering numerous advantages over traditional printing methods. With shorter lead times, lower quantities per order, and a growing demand for competitive prices, digital press technology is swiftly gaining popularity. This article explores the print label market and offers strategies for successful participation.

Increasing Awareness About Specialty Print

Published February 15, 2024

Ongoing technological advancements have given rise to a new generation of printed products that are more interactive and engaging than ever before, but customers aren’t always thinking about what’s new in the print technology world. Even if PSPs announce that they’ve acquired a new device or technology, their prospects and customers will rarely consider what that acquisition might mean for their printing needs. This article explores ways to bring more awareness to the upsides of specialty printing.

Keypoint Intelligence Releases New Vertical Market Research

Published January 25, 2024

At the end of 2023, Keypoint Intelligence completed a comprehensive multi-client study of print demand in key vertical industries. This survey serves as an update to similar research that was conducted in 2020. Over 1,200 respondents from businesses with 200+ employees participated in this study. This article provides a top-level overview of the key findings from this research.

Artificial Intelligence and What It Means for Marketers

Published January 11, 2024

The thought of artificial intelligence swooping in to someday make all of our jobs redundant might seem like quite a stretch, but there’s no question that AI has arrived and it is encroaching on many areas of business. The technology has created quite a shakeup, as evidenced by the vast amount of column inches that are currently devoted to the rise of ChatGPT. This article explores the impact of AI and what it might mean for marketers in the future.

Digital Printing and Its Transformation of the Corrugated Packaging Industry

Published December 7, 2023

The ever-expanding corrugated packaging industry offers much that can be investigated and analyzed. As part of Keypoint Intelligence’s State of the Industry series of reports on the labels and packaging market, we have completed a deep dive into the transformation of corrugated packaging. This article provides a brief overview of the findings from our corrugated packaging report.

A Holistic Strategy Can Unleash the Power of Print

Published November 16, 2023

Planning a marketing campaign is much more complicated than it used to be. Budgets are a key consideration, and some marketers might be tempted to abandon print in favor of electronic communications. Unfortunately, the sheer volume of electronic messages peppering today’s consumers can make it difficult to capture an audience’s attention. This article explores how printed communications, when used correctly, can still wield an irresistible power.

Getting Noticed with a Great Content Strategy

Published November 9, 2023

In today's fast-paced digital world, a strong online presence is the key to success for businesses of all sizes. Simply posting generic information to cast a wider net will not captivate and engage your best audience. This article explores why a content strategy is essential for growth, provides a few examples, and shares how to get started so you can stand apart from your competitors.

Single-Pass Textile Printing: What Does the Future Hold?

Published October 26, 2023

The first single-pass digital inkjet printer that was specifically designed to print textile fabrics came to market back in 2012, setting the stage for a new era of textile printing technologies. About a decade later, though, adoption of single-pass textile printers has been slow. This article cites recent forecast data from Keypoint Intelligence to consider what the future might hold and how single-pass textile devices can be brought to the next level.

Prioritizing the Customer Experience in Direct Marketing

Published October 12, 2023

Keypoint Intelligence’s 2023 direct marketing communications primary research highlights the importance of a positive customer experience (CX) when delivering marketing communications. Achieving a great customer experience is not without its challenges, but it is necessary for customer engagement and retention. This article explores the importance of a CX strategy, considers the best channels for engagement, and discusses personalization’s role in improving customer loyalty.

2023 FESPA Print Census Highlights Global Wide-Format Trends

Published September 28, 2023

The FESPA print census is an industry barometer that helps vendors and print service providers (PSPs) understand market dynamics in key industry segments, including signage and display, graphics, textile, and industrial. With nearly 1,800 respondents from 120 countries, this year’s survey continues a research partnership between FESPA and Keypoint Intelligence that began back in 2007. This article provides a top-level overview of the findings from our most recent survey.

ICYMI: What Do Print Buyers Want?

Published September 14, 2023

Keypoint Intelligence recently conducted a primary research study to understand print buyers’ needs and uncover purchasing trends. This article provides a brief overview of the top-level findings from that survey, including application trends and how print can be used to complement digital channels.

A Growing Demand for Robotic Process Automation in North America

Published August 31, 2023

Keypoint Intelligence’s research on Robotic Process Automation (RPA) confirms that automation is the future of work. Our research indicates that most businesses are considering document and process automation solutions. This article provides a brief overview of our survey findings and examines the factors that are contributing to the demand for RPA.

Standing Out with Visually Appealing Direct Mail

Published August 17, 2023

Direct mail marketing remains effective due to its ability to stand apart from a vast array of online marketing messages. Its tangible format provides an excellent opportunity for businesses to make a long-lasting impression on their desired audience. This article explores how visually appealing direct mail designs can maximize the effectiveness of your direct mail campaigns.

The Changing Role of Marketing Communications in a Digital-First World

Published August 3, 2023

Keypoint Intelligence recently conducted its 2023 direct marketing communications primary research to better understand how businesses’ direct marketing practices are changing over time. This article offers a brief overview of the top-level results from this year’s survey. It discusses the transition to paperless communications, the ongoing focus on customer experience, and how business marketing practices are changing over time.

Marketing in the Age of Data Overload

Published July 20, 2023

Data analytics is essential in modern marketing. It enables marketers to make more informed decisions about their strategies by providing valuable insights into customer demographics, interests, and behaviors. As marketers intensify their efforts, they must remain mindful of today’s staggering volumes of data. This article explores the challenges that direct marketers face with data management and how they can address them.

Meeting Ever-Shorter Turnaround Demands in the Wide Format Market

Published July 13, 2023

The ever-increasing demand for immediate delivery is creating some unique challenges for today’s print service providers (PSPs). Wide-format print jobs have become especially challenging because they often require a great deal of customization, personalization, and design modifications. This article discusses some top strategies that can help PSPs to manage the turnaround expectations of today’s print buyers.

Paper Maintains Its Appeal Among General Office Workers

Published June 22, 2023

Even in the digital age, paper remains essential for many office workers. This article cites recent research from Keypoint Intelligence to illuminate how today’s office workers are interacting with paper. It also explores paper’s particular appeal among younger office employees.

Finding a Happy Medium Between Greenwashing and Greenhushing

Published June 15, 2023

Consumers want to do business with firms that share their concern for the environment, but being accused of greenwashing is almost as bad as having no sustainability goals at all. As a result, some businesses are now engaging in “greenhushing,” which involves deliberately downplaying any environmental commitments. This article discusses the importance of striking a balance between the two extremes.

In-Plants: Maintaining Relevance in an Evolving Industry

Published May 25, 2023

In early 2023, Keypoint Intelligence partnered with Ricoh Corporation to conduct an in-depth survey of 50 in-plant respondents and a series of one-on-one interviews. This article provides a brief overview of our research findings to shed some light on the challenges that today’s in-plants are facing and strategies for future growth.

Artificial Intelligence and Its Promise for Print Automation

Published May 11, 2023

There’s no question that artificial intelligence is an exciting topic. This article strips away some of the hype and considers the ways it might impact the printing industry in the future.

What Do Younger Consumers Look for in a Financial Services Provider?

Published April 27, 2023

Even before recent economic challenges and well-publicized bank failures, consumers of all ages have been attracted to large national banks for their credit card loyalty programs and mobile capabilities. This article explores how today’s consumers—particularly younger ones—are managing their finances.

The Importance of a Good Communication Design

Published April 20, 2023

More than ever before, today’s brand owners must carefully tailor their efforts to appeal to their customers’ unique buying habits. Brand owners must consider their messaging, design, and imagery in everything from postcards to marketing collateral. This article explores how a good communication design can lead to marketing messages that truly resonate.

Print: A Surprisingly Effective Way to Engage Younger Consumers

Published March 16, 2023

Today’s brands have more ways than ever to connect with and engage their intended audiences. Meanwhile, consumers also have an array of options for staying in touch with their favorite brands. Print may be uniquely positioned to cut through the digital clutter and prompt so-called digital natives to engage and take action. This article explores how generational differences can affect consumers’ preferences when interacting with printed communications.

Is Print a Commodity?

Published March 2, 2023

Most businesses in the printing supply chain want to believe that print is not a commodity, and that print buyers will typically make purchases based on value rather than price. According to recent research of print buyers by Keypoint Intelligence, however, price is indeed a powerful factor that can motivate the print purchasing decision.

Maximizing the Benefits of Personalized Communications

Published February 23, 2023

In the constant battle for consumer attention, marketing managers have a variety of communication options—digital and physical—for reaching their customers. Despite ongoing concerns about data security and privacy, consumers still expect a personalized experience from the firms that they do business with. This article explores how personalized communications can foster loyalty, increase customer engagement, and ultimately deliver the best possible experience.

Giving Cybersecurity the Attention it Deserves

Published February 16, 2023

As they strive to keep pace with today’s customer-centric marketing, many organizations are responsible for protecting a huge quantity of personal and confidential data. Consumers often view sharing their confidential data with businesses as a necessary evil—they want to receive personalized marketing pieces, but they are concerned that their information could be compromised. This article explores why it’s more important than ever to understand cybersecurity and protect consumer data.

The Lasting Appeal of Physical Mail

Published January 26, 2023

Today’s customers have more options than ever when deciding how to interact with their transactional communications (i.e., bills and statements). Printed mail is no longer the only way to receive bills and statements, but many consumers still recognize and appreciate print’s value. This article cites recent research to highlight the importance of physical mail.

New Developments at the High End of Production Digital Print

Published January 12, 2023

Production inkjet has been seeing great growth, especially after the enhancements in print quality, but electrophotography continues to have some advantages—particularly for higher ink coverage commercial applications. This article considers some new high-end production digital print technologies that will compete for market share and print volume in the future.

Improving Results with a Well-Constructed Sales Guide

Published December 15, 2022

The process of selling is only becoming more complex with time. Developing and acquiring new business has become a chaotic labyrinth of tracking down prospects, nurturing clients, and closing the sale. Sales leaders must offer tools that create sales efficiency and eliminate the practice of experimenting on valuable clients and prospects. One way to do this is by developing a sales playbook.

Making a Lasting Impression with the Ultimate Unboxing Experience

Published December 1, 2022

The unboxing experience is one of the most important factors in any modern business transaction. In addition to providing customers with the first glimpse of the product they’ve been waiting for, it sets the tone for their entire experience with the brand. This article explores the importance of the unboxing experience and considers how businesses can create lasting memories with their customers.

3D Printing and the Future of Organ Transplants

Published November 10, 2022

3D printing has revolutionized a variety of industries in the recent past, and the healthcare sector is no exception. This article explores how the 3D printing of human organs, also known as “bio-printing,” might change the way we handle transplant needs in the future.

Making the Most of Direct Mail Communications

Published October 27, 2022

Many people are overwhelmed by digital communications, so they’re becoming increasingly skilled at filtering through all that clutter. Mobile messages and online ads can be blocked or ignored, and emails are frequently mass deleted. Direct mail pieces can also be immediately discarded or recycled, but they represent a tangible connection to a brand that is harder to ignore. This article explores some of the trends that make direct mail effective among today’s consumers.

Challenges and Opportunities in the Production Print Market

Published October 13, 2022

In July 2022, Keypoint Intelligence conducted an online survey of 153 print service representatives. This article provides a top-level overview of the participants’ responses about business financials, services and applications, software adoption, and automation.

Simple Strategies for Increased Sustainability

Published September 29, 2022

In addition to being the right thing to do, paying attention to increased sustainability can be a key differentiator in the value you offer to your clients and their brands. Sustainability is a system of change that is designed to protect our environment, and businesses of all sizes can play a role. This article explores some simple sustainability efforts that you can take today.

Print’s Role in the Digital Transformation

Published September 15, 2022

The digital reality has caused a shift in communication strategy, and the focus should be on improving the customer experience with superior interaction. Businesses may feel compelled to ramp up their digital communication strategies in response to consumers’ demands, but print can—and should—play a role in communications of the future. This article explores how printed communications can be used strategically to improve the customer experience.

Direct-to-Garment Printers Are Blurring the Lines Between Commercial and Industrial

Published September 1, 2022

If you’ve been paying attention to some of this year’s new DTG printer launches, you may have noticed that the traditional gap between commercial and industrial printers appears to be closing. Today’s DTG devices are delivering faster printing speeds, better print accuracy, and more advanced technologies—all with a smaller footprint and a lower price tag. This article offers a brief overview of the devices that are blurring the lines between commercial and industrial printers.

Print Buyers: Fitting Into a Digital World

Published August 18, 2022

Earlier this month, Keypoint Intelligence published the findings from its in-depth survey of over 200 print buyers in the United States. This article offers a high-level overview of our survey results to illuminate print’s changing role in the overall ecosystem.

Taking the Guesswork Out of Social Media Marketing

Published August 4, 2022

Social media has proven itself to be an effective tool for brand marketing, and an online presence is now critical for businesses of all shapes and sizes. Given the importance of social media in today’s business climate, it’s not uncommon to feel a bit overwhelmed when attempting to establish or improve your position in the playing field. This article considers some of the most common challenges associated with social media marketing and offers some tips for navigating them.

Using Generational Marketing to Improve Communications

Published July 21, 2022

Marketers must work harder than ever to establish that all-important connection with their customers so they can foster loyalty and build trust. Communicating with customers based on their age is a sound strategy, but it must be done correctly. Effective age-based marketing can provide a much higher return on investment than attempting to group all consumers into a single audience.

Elements of Noteworthy and Engaging Direct Mail

Published July 14, 2022

Today’s marketers have a wide variety of options to choose from when it comes to reaching their desired audience members. Direct mail can be a great way to get noticed, even in a digital world. Unfortunately, businesses that don’t understand how to create compelling pieces of direct mail are unlikely to reap the benefits that they can offer. This article explores how marketers can develop direct mail pieces that truly make an impact and encourage engagement.

Environmental Sustainability: Your Customers Want It and the Planet Needs It!

Published June 23, 2022

Summer has officially arrived, so everyone is gearing up for nicer weather and more daylight to enjoy the great outdoors. Of course, caring for our planet now will help ensure that the outdoors can be enjoyed for generations to come. People are becoming increasingly conscious about the detrimental impact that certain processes can have on our environment, so it’s more important than ever for brands to position themselves as sustainable and environmentally sound.

Influencing Consumer Behavior with Color

Published June 9, 2022

There are many ways for brands to establish an emotional connection with their customers, and doing so can foster loyalty while also delivering a better overall experience. Marketers understand that specific colors have different effects on the human mind, and therefore trigger different responses. This article explores how certain colors can trigger an emotional response and create a deeper connection between consumers and brands.

Electrophotography: Its Place in the Industry and Role in the Future

Published May 26, 2022

The quality of inkjet printing has improved over the years, so more and more print volumes have shifted away from electrophotographic printing and toward inkjet for productivity and cost reasons. This article offers some considerations about the future of the EP market as the drive toward inkjet continues.

You Can Market Like an Expert…Even if You’re an Amateur!

Published May 12, 2022

Nearly half of today’s small business owners handle their own marketing endeavors, and their frustration with this process is commonly voiced. This article highlights some simple steps you can take to improve your marketing strategy and offers tips on how to market like a pro, even if you’re only just getting started.

Tilia Labs Enables Maximum Optimization for Wide Format Printers

Published April 28, 2022

The three biggest profit killers in wide format printing are waste, time, and labor. Minimizing these issues is key to running a successful printing operation. This article explores how Tilia Labs applies artificial intelligence programming to maximize optimization for wide format printers.

The Home Learning Effect and the Benefits of Print in Education

Published April 21, 2022

At the end of March 2022, students in Sri Lanka were unable to take their all-important term tests. Due to an acute paper shortage, authorities across the country have postponed these tests indefinitely—impacting nearly 4.5 million students. Would Sri Lanka’s students be put at a disadvantage if they were able to take their exams digitally? Research indicates that they would. This article explores print’s role in ensuring deep learning and comprehension among students.

Times of Uncertainty: What Does the Future Hold for the Printing Industry?

Published March 31, 2022

Shifts during uncertain times can bring challenges, but they can also create new opportunities. This article explores some printing trends which, while not new themselves, are accelerating at an unprecedented pace and poised to change our industry forever.

Direct-to-Film Printing: An Emerging Trend in Decorated Apparel

Published March 17, 2022

Direct-to-film (DTF) printing is a transfer technology that enables users to print designs onto polyethylene terephthalate (PET) film using water-based pigment inks. This article offers an overview of this up-and-coming technology and also explores how it compares to other printing techniques.

The Importance of First-Party Data in a Cookie-Less World

Published March 3, 2022

Data can vastly improve the quality and relevance of customer communications when it is used correctly, but too much information can make implementation cumbersome. Adding to the complexity of using data, consumers are becoming more vigilant about safeguarding their personal information due to increased awareness about data privacy and security. This article explores how marketers can still develop effective campaigns with the impending death of third-party cookies.

Identifying Your Best Prospects: The Importance of a Customer Persona

Published February 17, 2022

Creating a customer persona involves developing a deep understanding of your customers’ needs and establishing a plan to address them. Evaluating your current customers in terms of demographics, company size, and industry type is a good place to start, but the findings are often shallow and offer little insight. This article explores the role that data plays in developing a customer persona, and why this practice is so important to business development.

Another Year, Same Pandemic: COVID-19’s Ongoing Impact on Mental Health

Published February 10, 2022

Our pandemic-weary society has been dealing with COVID-19 for about two years. This article explores the effects that this global health crisis has had on mental health, and considers some of the solutions that are possible with today’s technologies.

Digital Production Printing: Selling Value in a Changing Industry

Published January 27, 2022

The COVID-19 pandemic created numerous challenges for the digital production printing market, including a decline in demand for print services and reduced investments in new production technology. This article cites recent forecast data from Keypoint Intelligence to explore key dynamics, challenges, and opportunities within this market.

Artificial Intelligence: Defining an Often-Misused Term

Published January 13, 2022

Artificial intelligence (AI) is much more than just a buzzword—it is currently available technology that is poised to transform much of our world, including the printing industry. This article defines this often-misused term and explains how AI differs from more traditional software programs.

Simple Steps for Factoring SEO into Your Marketing Strategy

Published December 16, 2021

Search engine optimization—more commonly known as SEO—is a great way to spread the word about your business and its offerings. This article provides an excerpt of a conversation Keypoint Intelligence Consulting Editor Christine Dunne had with SEO Specialist Jeanne Visser, who shares some simple steps that print companies can take to improve the SEO of their websites and blogs.

Driving a New Workforce: How the Hybrid Working Trend is Affecting Print

Published December 9, 2021

These pandemic times continue to affect how we work as well as how we print. Many of today’s employees are more evenly splitting their time between their homes and offices, which is causing a shift in how businesses print and from where. These trends have the potential to cause across-the-board changes for vendors, OEMs, and content creators alike.

HP xRServices: A Print-Centric Mixed Reality Solution

Published December 2, 2021

HP has unveiled is XRServices solution, which it calls the “first print-industry mixed reality service.” This announcement represents HP’s continued investment in extended reality (XR), as the firm has already introduced a virtual reality (VR) hardware line with its Reverb series of headsets.

Communication Channels: The Focus Should be on the Strategy!

Published November 18, 2021

Today’s marketers must ensure that their communications are having an impact, which can be challenging when consumers’ communication preferences are individual and ever-changing. Some marketers obsess about the method of communication when developing their campaigns, but the overall strategic vision of the campaign should ultimately drive the channels that are used to deliver that messaging.

What is the Metaverse, and Why Should Businesses Care?

Published November 11, 2021

The term “metaverse” is being thrown around a lot lately, but what does it really mean? When we hear tech evangelists discussing the metaverse today, what they’re really talking about is user-driven interactions within virtual realities. This article explores early examples of the metaverse and highlights why businesses should be paying attention.

Are You Noticing More Holiday Catalogs This Year? You’re Not Alone!

Published November 4, 2021

I’ve noticed an uptick in the number of holiday catalogs I receive in the mail, but I wasn’t sure if it was just me. This article explores the changing role of printed catalogs and considers what the future might hold in today’s highly digital world.

A Great Customer Experience: It’s All About Balance!

Published October 28, 2021

It is now more important than ever for providers of transactional communications to deliver the positive experience that their customers have come to expect. Keypoint Intelligence’s newly released transactional communications survey data confirms that a positive customer experience can be a compelling competitive differentiator in today’s market.

Tilia Labs: Reaching Maximum Velocity with Intelligent Printing

Published October 21, 2021

Small print jobs have been on the rise, even as many of the pre-production processes have remained unchanged. This article explores how intelligent planning software solutions like those from Tilia Labs can help PSPs better manage the influx of smaller jobs and optimize print production.

Making Sense of Your Print Options

Published October 14, 2021

With so many available options, deciding which print solutions to incorporate into your business can be an overwhelming task. By identifying your business priorities and assessing which companies and technologies best align with these priorities, you can better determine which technologies and services are best for you and your customers.

Take One and Pass the Rest On: Print-Based Learning Remains Important in Today’s Classroom

Published October 7, 2021

Although there is no question that digital learning is playing a bigger role in education than ever before, printed materials remain critical to learning. This article explores why print-based lessons remain a cornerstone of education in the modern classroom.

Adapting to a Hybrid Workflow: An Essential Checklist

Published September 30, 2021

For those businesses that are considering the transition to a hybrid workflow, it is important to understand the IT and security risks involved. This article describes the components of a successful hybrid workflow and explores the role that print will play.

Developing High-Impact Direct Mail for All Ages

Published September 23, 2021

Direct mail is a key component of the print spectrum, and its importance will only grow as high-speed color inkjet devices bring new levels of quality and productivity to this market. Sending the right promotions to the right consumers can have a significant impact on their purchasing decisions. This article explores the role that age plays in developing high-impact direct mail that gets noticed.

Can You Hear Me Now? Improving Presentation Technology for Hybrid Office Environments

Published September 16, 2021

Smart workplaces are quickly taking over more traditional offices. For our businesses to cope in an uncertain future, today’s newest technologies must be blended with the updated versions of commonplace tools like projectors and audio equipment. This article discusses some recent innovations that can help those seeking truly smart offices.

Paper’s Role in the Growth Potential for Production Color Inkjet

Published September 9, 2021

High-speed production color inkjet systems have truly revolutionized the document printing market over the past decade. Although these advancements have been clear, paper has played a quieter—yet no less important—role in the suitability of inkjet technology for various print applications. Factors like ink coverage, paper type, and running cost play a role in the future growth potential for inkjet.

3D Printing: A Digital Disruption for the Manufacturing Industry

Published September 2, 2021

The digital disruption that has already permanently changed a number of vertical markets is now poised to upend the manufacturing industry. This article explores how the benefits of 3D printing are expected to fuel a great many changes in the manufacturing world.

The American Time Use Survey and What it Means for Print

Published August 26, 2021

The US Bureau of Labor Statistics recently released the results of its new American Time Use Survey, which compares how Americans spent their work and leisure time before and during COVID-19. This article considers some top-level findings from the survey from a print industry lens.

Inkjet Uncovers New Opportunities for Print in a Digital Era

Published August 19, 2021

Although the print industry is still reeling from the ongoing effects of the pandemic, direct mail communications have seen a resurgence because of their tactile nature and ability to establish a physical connection. This article explores how print service providers can leverage inkjet technology to capitalize on new opportunities in print.

Paper Suppression: Will It Be the Final Nail in Transactional Mail’s Coffin?

Published August 12, 2021

Everywhere you look, whether online or off, enterprises are sending customer communications that beg, plead, and sometimes even force consumers to go paperless. Although COVID-19 has accurately been dubbed “the great accelerator,” ongoing market shifts probably won’t prove to be the final nail in the coffin that represents the death of printed bills and statements.

Leveraging Direct Mail to Engage Multiple Senses

Published August 5, 2021

Because electronic messages substantially outnumber printed communications, direct mail is now the less cluttered channel. Electronic communications also fall short of well-designed printed communications in terms of tactile impact. This article explores how marketers of printed communications can use the sensory elements of direct mail to their advantage.

Implementing a Vertical Market Approach: Benefits and Opportunities

Published July 29, 2021

As opposed to a horizontal market approach (which involves developing a specific product offering that touches many industries), a vertical market approach involves serving specific customers with specific needs. This article explores how implementing a vertical market strategy can help you recognize new and existing opportunities.

Using Print to Reach Younger Consumers

Published July 22, 2021

The oldest members of Generation Z will turn 24 this year, and Millennials are now fully entrenched in their adult lives. These groups wield a tremendous amount of influence and purchasing power, so it’s more important than ever to reach them. This article explores how younger consumers perceive print and considers how printed communications can be used to get their attention.

New Beginnings and Future Opportunities in Digital Print

Published July 15, 2021

In his inaugural submission to WhatTheyThink, Keypoint Intelligence’s Carl Doty contemplates new beginnings and future opportunities for growth in the printing industry.

Hybrid Workplaces: Having Your Cake and Eating It Too?

Published July 1, 2021

As is the case with many other things, the COVID-19 pandemic brought about many changes to the modern workplace. During the lockdown phase, many discovered that remote work was sometimes just as productive as work performed in an office. When we come out on the other side of the pandemic, what will the workplace of the future look like? This article explores the benefits—and possible pitfalls—of a hybrid workforce.

Pigment Solutions Take Center Stage in Direct-to-Fabric Printing

Published June 24, 2021

Digital pigment technologies have helped shape the customization culture that is prevalent among many of today’s online shoppers, and this technology is now making its way into textile DTF (direct-to-fabric). This article explores how pigment solutions are helping to fuel a revolution among textile printers.

Articles by Keypoint Intelligence