The manufacturer’s fourth insight report, entitled The Bigger Picture: your customers’ view of the value of print also says that printers should improve communication with their customers and demonstrate their return on investment (ROI) in order to grow their businesses.

Researchers carried out 420 telephone interviews with senior decision-makers in corporate organisations and marketing agencies across 18 European countries, followed by 30 in-depth interviews with print buyers to explore the initial findings.

The in-depth interviews found that print service providers (PSPs) were failing to convey to customers the benefits of their services. Several print buyers said they felt that other communication partners, such as advertising agencies and marketing consultancies, made more effort than printers to understand their organisation, which led them to regard printers as suppliers rather than partners.

Print buyers said printers should offer greater proactivity with information and advice, better understanding of print buyers' needs and challenges and more innovative solutions.

More than a third of buyers said that they were unaware of print-on-demand; 32% were not aware of short-run publications; 24% said they didn’t know about targeted direct mail and 59% said they were unaware of transpromotional print, although some respondents referred to the applications with different names such as, "white space marketing".

The research concludes there is a "clear opportunity" for printers to address the "knowledge gap".

Only 27% of those surveyed said they were satisfied with the proactive advice and guidance offered by their printer, and just 18% said they were happy with the extent to which their PSPs make them aware of new developments and alternatives.

Canon Europe Professional Print Solutions European marketing director Mark Lawn said the printers should work "in a more consultative partnership with their customers."

He added: "By becoming a trusted advisor, PSPs will not only strengthen and safeguard their relationships, but can also identify new opportunities to sell additional services and increase profitability."