Print Procurement: The Lesser Known Facet of Marketing Automation

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Marketers are taking another look at direct marketing, and focusing on print automation and cost reduction as key drivers of profitability.

As the economy shows signs of shifting in a more positive direction, many companies are revisiting direct marketing programs that were profitable years ago, but were cut during the height of the recession to reduce marketing budgets. Contrary to the boom years, most marketers are cost cautious these days when setting up programs. We are willing to try new things, or revisit the old, but not in the same way as the past.

As marketing practitioners, our fresh focus on marketing operations, marketing procurement and the marketing supply chain, have made us better business people and I contend, more successful marketers from an ROI perspective.

Print Automation is Less Sexy Than Email Automation, But Far Richer in Opportunity for Cost Reduction

Print automation is a fairly new term in the industry and a clear success story for early adopters. Some would label print automation simply as traditional print and direct mail, but with cost saving enhancements related to how print can be procured and deployed. Marketing automation, a much more widely used and accepted term, is related, but most often focuses only on email automation and never sees the full deployment and integration of print into the marketing automation mix. Although this article focuses solely on educating business leaders on print automation, full marketing automation that incorporates all channels, is the ultimate aspiration.

Watch Print Automation Video

Want to learn what the print automation buzz is about? Watch this video to see how you can implement a print automation strategy in your company. It includes three real-life stories to help you determine if your print and direct mail is poised for a move to automation:

http://www.mailprint.com/printing-automation-video.htm

Republished with author's permission from original post.

Rhonda Basler
Compass
With more than two decades of marketing and operations experience, Rhonda Basler is currently the Head of Operations & Agent Experience for Compass in St. Louis, Kansas City, and Nashville. Throughout her career, Rhonda has held the customer in the highest esteem and intimately understands the relationship between employee satisfaction and customer experience. Rhonda's career has spanned both B2B and B2C companies including Dot Foods, H & R Block, Hallmark, and Compass Realty Group.

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