The stiff breeze of digital transformation becomes a formidable storm. For a good ship with an excellent team a unique opportunity to reach the finish line in front of the competition. Similar to the wheat races of the 19th and 20th centuries, when the largest sailing ships were racing under extreme weather conditions, this applies to all companies today: Digital transformation is both an opportunity but also a risk for the company. This applies in particular to product communication. In the future, product data and processes will be the focus not “creative” advertising messages. Therefore the design and maintenance of the “golden data” set must be a high priority.
The number of channels and touchpoints in different contexts for new markets is growing steadily. There is an obvious need to edit data only once and to use this on-demand in the most diverse contexts. In addition to the technical infrastructure of PIM systems such as Canter’s Adeona , the process change is of fundamental importance. All available resources must be directed towards the “golden data” set and the effort to enrich solely for the channel and the creation of the touchpoint presentation must be minimized as far as possible. All the men on deck must work and on it. However, there remains only one team for all other activities. This change applies in particular to the print channel. Traditionally, a great deal of effort is being made to adapt and create data for the print channel but the production of print publications is often still done manually. Using these resources efficiently for all channels and touchpoints is a key factor in the return on investment of PIM projects. This, however, inevitably means there is a need for higher automation of the print channel because resources for manual activities are now missing. The priint:suite, with its unique automation and productivity functions, not only offers the opportunity to save time and money, but also creates space for better data and thus also for more creativity.
In the print channel hitting the wind at speed leads to successful communication.
Horst Huber is a pioneer in the field of system-driven publishing. His extensive expertise – spanning cross-channel marketing, process optimisation, database publishing/Web-to-Print, benchmarketing and potential analysis – is drawn from over 20 years of project experience in retail, mail order and industrial enterprises. He is also founder and CEO of the WERK II.