Is digital
printing a production technology? Or a marketing strategy?
“Digital Printing: Transforming Business and Marketing
Models” argues for the latter. It presents digital
production not as technology in the domain of print buyers
and production managers but as the foundation of a
comprehensive strategy for changing the way marketers look
at document management and marketing.
Report Quick Stats:
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68 pages
-
Two dozen charts, tables, and graphics,
including samples from 1:1 campaigns,
hypothetical ROI calculations, and pie charts showing industry adoption.
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Training &
distribution licenses
for training your sales force, marketing staff, and CSRs
What's New
This report has been substantially updated
since its September 2008 release. The updates are as
follows:
- 10
additional pages
-
Updated text, including acknowledgement of wide-format
and photo specialties
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Discussion of growth in digital print volumes
- New
section on how digital print “greens” marketing
- New
section on the impact on developments in inline
finishing
- New
discussion of digital printing and survivability in the
mail stream
-
Updated graphics on percentage of printers offering
digital printing, 1:1 printing, and Web-to-print
Report Contents:
This report is
broken down into six sections.
Section 1
looks at what digital printing is, along with its benefits
and drawbacks from a marketing perspective. It examines
traditional “sticking points” for digital printing,
including binding and finishing, survivability of digital
print in the U.S. mail stream, and the availability of
substrates. This section also looks at how these
characteristics drive key marketing applications.
Section 2 looks at
how digital printing is used to "green"
marketing programs. Discussion of the technology and
applications, including case studies.
Section
3 takes a closer look at each of these applications. Each
discussion will include a series of short case studies in
each of eight marketing classifications (short-run static,
versioning, one-off personalized follow-ups, automated
fulfillment, personalized URLs, 1:1/personalized printing,
transactional and transpromotional, and Web-to-print) that
provide key insights into how these applications are used in
the real world.
Section
4
takes a look at new ways of evaluating cost that are
critical to digital printing success: cost per piece, cost
per lead, and ROI, among others. Hypotheticals are used to drive the
points home.
Section
5
examines five “critical success factors” that enable
marketers to take maximum advantage of digital printing
technology. Also included are key insights into helping
marketers choose the right service provide to implement
digital printing campaigns for their businesses.
Section
6
draws final conclusions and provides additional resources as
a next step.
The goal of the
report is for marketers to be left with the understanding
that the importance of digital printing has nothing to do
with the technology—its costs, its output capabilities, or
the applications it can produce, although many of them are
discussed in the report. It’s about transforming how they
think about marketing. Although that starts with technology,
the important thing is not the digital printing technology
itself, but the way it can be combined with other
technologies (particularly databases, email, wireless, and
the Internet) to create broader solutions that make a real
difference in how business market their products, as well as
how they communicate with customers on a short-term and
long-term basis and present their brands.
The information is
presented both from the perspective of small and mid-sized
businesses (SMBs), as well as large corporate marketers.
"Digital Printing:
Transforming Business Models and Marketing" can be purchased
as a standalone report or in a training and education
license that enables companies to distribute the report
internally via print or Intranet for training of your sales
force, marketing staff, and customer service reps. (See
purchase link.)
Licenses come with a FREE
"best practices" white paper that can be used as a
giveaway or incentive for self-promotion purposes.