“The Future’s So Bright I Gotta Wear Shades”

Last week, I had the chance to speak at the Inkjet Summit and spend time with many executives in and soon to enter the Inkjet space. While I was invited to share Innovairre’s experience on delivering Inkjet success for both nonprofit and commercial clients, I also heard perspectives from many other industry leaders. Here’s the key takeaway from the Summit….

After a decade of experiments, deployments, and success, Inkjet has grown up. The industry has matured. We now have more players, providing more options in terms of equipment, paper, ink, size, speed, formats, finishing equipment, etc. InfoTrends forecasts Inkjet print impressions will grow at a 15% CAGR from 2015 to 2020, with Inkjet surpassing 895 billion pages by 2020. Direct mail via Inkjet will make up over 100 billion vs. toner base at approximately 85 billion.

Today’s Inkjet solutions are particularly appealing for the nonprofit market. NPOs can now leverage advancements in modeling and analytics to more finely personalize and communicate with precision to your target audience. This is true even for those with lower volume requirements and more restricted budgets.

The next frontier (that I’m proud we’re fully immersed in) is about advanced data utilization and multichannel implementation. More providers are exploring the potential of artificial intelligence. As you probably know, after years of development with our partners, we are now testing machine-learning models – and the impact predictive and prescriptive analytics can have on communication, personalization, and targeting – and ultimately results.

In terms of multichannel deployment, there is a lot of interest in effective implementation. I was happy to talk about our expanded capabilities with Social Synchronization, Mobile Engagement, and Personalized Videos – and how they can be integrated with data-driven Inkjet activities to build deeper engagement with donors and improve fundraising. Others talked about the tremendous impact Inkjet has had on the retail market, building personalized catalogs based on consumers’ shopping habits and style preferences, while others discussed the tremendous impact Inkjet has had on revolutionizing book publishing (by far the largest growth category).

A decade ago, we imagined how effective Inkjet solutions would be someday. I’m happy to report that for many nonprofits, the future has arrived.

Don McKenzie is President & CGO of Innovairre Communications, which supports more than 500 nonprofit organizations around the world. Contact us at Answers@Innovairre.com, and follow us on LinkedIn and Twitter.