- Language: English
- 177 Pages
- Published: January 2012
- Region: Global
State of Digital Print Marketing
- Published: January 2014
- Region: Global
- 70 Pages
Digital printing has been impacting and transforming the commercial printing and marketing industries for nearly two decades. From print runs in the tens to the hundreds of thousands, toner and inkjet technology have transformed the cost-efficiencies of print production. But equally important are the changes it has enabled in the business and marketing models of the companies that use the power of this technology to do so. This report looks at the current state of digital output and its marketing applications from a marketing (rather than highly technical) perspective. It also provides insights and best practices for use in the field. Examples are representative of what is typical in the market today.
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 print quality, binding and finishing, survivability in the U.S. mail stream, and substrates. This section also looks at how these characteristics impact key marketing applications.
Section 2 looks at how digital printing is used to "green" marketing programs, including some surprising case studies.
Section 3 looks at each of these applications 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), each with three best-in-class case studies.
Section 4 looks 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 critical success factors that enable marketers to take maximum advantage of digital printing technology.
Section 6 draws final conclusions and provides additional resources as a next step.
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Changing the Marketing World We Live In
Digital Growth Outpacing Offset
Section 1: Digital Printing Basics from a Marketing Perspective
"Just the Basics, Ma'am"
Production Characteristics Affecting Marketers
Consequences for marketing
Personalization is the default expectation
Small and mid-volume production
Wide-format printing applications
Section 2: Remaining Production Considerations
Visual differences from offset
Higher gloss level (toner)
Banding and gradients
Coating and lamination
Ability to withstand the rigors of the mail stream
Limitations in substrates
Binding and finishing
Challenges of dual offset/digital workflows
Current State of Digital Press Quality: A Detailed Look
Section 3: How Digital Print Takes Your Marketing Green
"Green" Printing, A Nice Bonus
Illustrations in "Going Green" With Digital Print
Are Digital "Solvent" Inks Green?
Reduced Recyclability Cautions for Inkjet
Section 4: How Digital Printing Impacts Your Marketing
Case Studies in Digital Print Marketing
One-Off Personalized Follow-Ups
1:1 Print Personalization
Transactional & Transpromotional
Section 5: Changing Ways of Evaluating Success
Looking at Costs Differently—ROI
Cost per Lead and Cost per Response
Examining Some Hypotheticals
Spend Less, Earn More
Section 6: Maximizing Your Advantage (Best Practices)
Critical Success Factors in Digital Print
Use this report for employee and customer training!
About Heidi Tolliver-Walker
Heidi Tolliver-Walker has been a commercial and digital printing industry analyst, feature writer, columnist, editor, and author for more than 20 years.
Her industry commentary can regularly be found on top industry blogs and trade publications, as well as the newsletters, blogs, and publications of private companies.
She is known for her meticulous research and no-nonsense perspective.