- Language: English
- Published: April 2014
- Region: Global
Digital Printing: Transforming Business and Marketing Models Q1 2012
- Published: March 2012
- Region: Global
- 68 Pages
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.
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
- 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
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.
- Marketers, creatives, ad agencies
- Digital print shops and marketing services providers
- Digital press, software, and other vendors
- Research firms SHOW LESS READ MORE >
- Leveling the Playing Field for Small and Mid-Sized Marketers
- Impact on Corporate Marketers
- Impact on Publishers
- Digital Growth to Exceed Offset
- About This Report
- The Goal of This Report
Section 1: Digital Printing Basics
- Six Key Production Characteristics
- Growth in Personalization
- Beyond Copying
- Drawbacks of Digital Printing
- Advantages of Digital Printing
- Digital Printing and the Bindery
- Digital Presses and Substrates
- Choosing a Digital Printer
Section 2: How Digital Printing Takes Your Marketing Green
- “Green” Printing: A Nice Bonus
- Case Studies in “Going Green” With Digital Print
- Are Digital “Solvent” Inks Green?
- Recyclability Cautions for InkJet
- Better Data Means Greener Direct Mail
Section 3: How Digital Printing Impacts Your Marketing
- Application Categories
- Case Studies in Digital Printing
- Short-run printing
- One-Off, Personalized Follow-Ups
- Automated Fulfillment
- Personalized URLs
- 1:1 Print Personalization
- Transactional and Transpromotional
- Hybrid Applications
- Evaluating Success
Section 4: New Ways of Evaluating Success
- Looking at Cost Differently—ROI
- Cost per Lead and Cost per Response
- Examining Hypotheticals
- Spend Less, Earn More
Section 5: Maximizing Your Advantage
- Critical Success Factors in Digital Print
- Choosing a Solutions Provider: Manufacturing Output Vs. Marketing Services
Section 6: Conclusions
- For Further Reference
About Heidi Tolliver-Walker
TABLE OF GRAPHICS
- PIA Member Digital Printing Sales for 2011 and Projected Sales to 2013
- Letter-Size, Simplex Production Pages, North America 2007-2014 (000,000)
- Sample: Die-Cut, Four-Color Mailer Printed on a Toner-Based Digital Press
- What Is Your Preferred Method of Contact for Marketing and Promotional Purposes?
- Percent of Digital Production Presses With at Least One Inline Finishing Option
- Sample: Personalized Die-Cut Mailers
- Classifications of Printable Substrates on Digital Production Presses
- In the Past Year, Have Sustainability and Environmental Issues Become More Important in Your Company?
- In Your Opinion, How Sustainable Is Sustainability in Print?
- AutoNation Web Graphic
- Better Data Means Greener Direct Mail
- Percentage of Printers Offering Variable Data Print
- Sample: DSM Composite Resins Segmented Mailer
- Sample: Huntington College User-Generated Mailers
- Sample: Printing Industries of Florida Campaign
- Sample: Panchero’s Benefits From Mapping
- Sample: Culinary Inspirations Personalized Mailer
- Sample: Beef O’Brady’s Hybrid Digital Print Applications
- Hypothetical: ROI Comparison, Traditional Mail Vs. Personalized Mail
- Hypothetical: Cost Per Lead Vs. Cost Per Response Vs. ROI