With the introduction of inkjet technologies, transactional, direct mail, and in-plant printers can expect steady growth for the foreseeable future. To ride this wave of opportunity, it is critical that you focus on specific segments of the market to develop a better understanding of the customers you serve. This month we define and demonstrate the benefits of taking a segment-focused approach to marketing your print services.
Market Segmentation to Meet Customer Needs
A focused approach to the market is important. By fully understanding each individual market segment of its business, Canon Solutions America can strategically focus on each individual customer. Sheri Jammallo, Segment Marketing Manager for Corporate Enterprise at Canon Solutions America, explains the benefits of this focused approach to marketing.