By Erwin Busselot, Business Innovations & Solutions Director,Graphic Communications Group Ricoh Europe
Marketers are beginning to see signs of improvement to their budgets following almost two years of pandemic pressure.
In Great Britain, the quarterly IPA Bellwether Report, which surveys marketers for an indication of expected budgets for the coming year, has found that in Q2 2021 total marketing budgets expanded for the first time since Q4 2019.
Among the highlights was the slight increase in direct marketing. Budgets rose to +0.7%, from -11.8%.
However, following its survey of 400 chief marketing officers in America, Canada, Germany, France, and Great Britain, research and advisory company Gartner said the pandemic continues to have an impact on marketing budgets. It said spend in 2021 as a percentage of revenue fell to a ten year low of 6.4% year on year.
So clearly, marketers continue to be under pressure to maximise the impact of their budgets.
Graphic communications specialists can help.
With value added Digital Print Enhancement print that is customisable, affordable and cost effective can be delivered.
A study from Print Industries Market Information and Research Organization, the research unit of The Association for Suppliers of Printing, Publishing and Converting Technologies in America, concluded that print buyers and brand owners considered all forms of value added enhancements to be cost effective. Among the fastest growing was metallic process colour systems.
A wide variety of metallic finishes is something our new gold and silver toners can help deliver.
They can add a splash of opulence, a shimmer or a glow to any printed application to help hold attention, encourage engagement and prompt action.
Developed for the fifth colour station on the Ricoh Pro™ C7200X digital colour sheetfed press, the new gold and silver toners enable marketers to expand their creativity. With gold and silver any application can be elevated: from catalogues, posters and flyers to direct mail, brochures, and invitations.
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