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Today we would like to give you an insight into a new Ricoh business line: Precision
Marketing. A new innovative service that results in absolutely targeted dialogue marketing
campaigns which can dramatically improve the response rates. A research shows that thirty-seven
percent of business leaders think that their organisation can not keep up with technology.
In the marketing field today’s number one technological challenge for marketers is to
get insights on customer behavior. So Ricoh has decided to develop appropriate services.
Our Precision Marketing services are ready-to-go packages. I spoke to Thomas Haas to learn
more about Precision Marketing. So Thomas, tell us more about Precision Marketing!
Well, let’s first have a look on the challenges of dialogue marketing. The challenges can
be described by one single word and that is: irrelevance! Anything that is for example
not relevant for the recipient of a direct mail automatically leads to response rates
and to low conversion rates. So the most important challenge of today’s marketer is to pick
the right service or the right product which will fit the target group … and if this
is done correctly it will drastically increase the likelihood that they will buy.
And what is the problem with irrelevant messaging? It is expense. I have collected last week
a few pieces of direct mail that my household has received and guess what: Most of the content
was non-relevant for me but it was created for the general public. This automatically
means high expense because we have to consider that two third of the mailing costs are actually
the postage costs. So the most important point for our viewers
is that we can combine Ricoh technology and data analytics skills to get a more interactive
and personalised dialogue marketing campaign, if I understand correctly.
That’s right and all you need are three things: First of all you need the right software
tools, then of course you need data analytics and you need a lot of experience. We have
a clear vision: How actually dialogue marketing should be done in the future and we want to
improve that. So Thomas, tell us why companies should turn
to Ricoh to improve campaign results thru Precision Marketing?
That’s a very good question, Benoit! Why Ricoh, why us? I think what makes Ricoh special
is that we really understand the whole production cycle. That starts with data analytics, document
composition, it continues with the actual production and it ends with the campaign measurement.
There are many other vendors on the market who have specialised on single elements of
the whole solution but from Ricoh the customer can get a one-stop solution out of one hand.
What is an end-to-end solution? Well, we have applied a practical two-step
approach: First of all we start with a so-called Precision Marketing workshop where we investigate
the current status quo of a customer’s campaign management program. This one actually results
in a so-called Executive Summary document and one concrete proposal for a Precision
Marketing pilot. The pilot program however is one implementation of a concrete campaign
from A to Z for one fixed price. That’s our proof of concept.
In your opinion, which industries can benefit from Precision Marketing?
Any industry which has a clear B2C business model – a business to consumer business
model. I wouldn’t say that it can’t be implemented for a B2B environment but it is
much easier to be implemented in a B2C environment. When we talk about the different industries,
then let me tell you that the biggest demand actually comes from the financial world - so
we talk about banks, credit card companies and insurance companies – but also from
hospitality companies and retailers because they have loyalty card programs.
Thank you, Thomas! Ricoh’s Precision Marketing Services helps
companies to really connect with their clients but also optimises heavy document flows as
it serves multiple communication channels; the world of printing but also the world of
electronic communication. If you are interested to learn more, contact your local Ricoh consultant
or get in touch via PrecisionMarketing@ricoh-europe.com . Thank you for viewing this film. Please
visit this site for forthcoming content from Ricoh’s Precision Marketing team.
Ricoh. Imagine. change.