Your SlideShare is downloading. ×
0
Capturing the Cross-Media
        Direct Marketing Opportunity

        Chris Bondy
        Group Director


© 2009 InfoTr...
InfoTrends Focus
       Founded 1991; 70 employees; Offices in Boston, London, and Tokyo

       Clients We Serve:
       ...
Agenda




                          • Critical Trends Effecting the Marketing Landscape

                          • The ...
© 2009 InfoTrends, Inc.   www.infotrends.com   4
© 2009 InfoTrends, Inc.   www.infotrends.com   5
Mobile Phone Penetration
                                                                                                 ...
Social Media is Integral to All Marketing Activities

50 million tweets per day on                   100 million videos
  ...
Expansion of “Software-as-a-Service” Business
        Models




 • Software solutions are increasingly              • Top...
“Data/Content is King” – Enabling Marketing Efficiency


                          • Marketers are forced to stretch every...
Making All Communications Interactive with QR Codes

   • Combining print and
     mobile in the media mix

              ...
Adding Mobile to the Mix with QR Codes
  What can the recipient do?
  • Pay a bill
  • Accept an offer (from a statement o...
Integrate & Automate
        Concentration on operational effectiveness typically results in new
        super-efficient w...
The Domino Effect …




© 2009 InfoTrends, Inc.   www.infotrends.com 13
Automated, Digital, Cross-Media Technology is
            Transforming the Printing Industry

                          Ta...
More Channels = Higher Response
                                            g       p
                                    ...
Market Requirements for Cross-Media Communications

       • Corporate Marketers/Agencies: Need to
         Acquire/Retain...
The Marketing Services Value Chain

                           CRM, 3rd-Party

                                           ...
The New Cross-Media Marketing Value Chain


                                 Track                    Analyze
            ...
What business are you really in?
Service Providers need to Transform to …

                                          Integ...
The Cross-Media
                          Opportunity
                          O     t it




© 2009 InfoTrends, Inc.    ...
Pushing Personalized Experience




© 2009 InfoTrends, Inc.           www.infotrends.com 21
Lexus Advertisements in MINE Magazine




© 2009 InfoTrends, Inc.                 www.infotrends.com 22
Creating New Opportunities




© 2009 InfoTrends, Inc.      www.infotrends.com 23
© 2009 InfoTrends, Inc.   www.infotrends.com 24
Social Media: Reaching Your Target Audience




© 2009 InfoTrends, Inc.                       www.infotrends.com 25
Capitalizing on Opportunity: Relationship Status – Engaged.




© 2009 InfoTrends, Inc.                           www.info...
Social Media + Print




© 2009 InfoTrends, Inc.   www.infotrends.com 27
Augmented Reality: Making Packages Come to Life for Toys




© 2009 InfoTrends, Inc.                        www.infotrends...
Augmented Reality: Magazine Ads Come to Life




Source: LT-Studios
  © 2009 InfoTrends, Inc.                        www.i...
Augmented Reality: An Educational Tool




© 2009 InfoTrends, Inc.                  www.infotrends.com 30
Augmented Reality: The Ray-Ban Virtual Mirror




© 2009 InfoTrends, Inc.                         www.infotrends.com 31
On Demand Web-Driven
    Killer Applications
                    - Books and e-books

                    - 1:1 Marketing ...
Operational
                          Considerations for
                          Cross-Media




© 2009 InfoTrends, Inc....
Strategic Opportunities for Graphic Communications
 High




                           Internet                          ...
Composition – Linking Content and Channels
              Content Input                                Channel Deployment

...
New Integrated Cross-Media Services
                                  g

                          • Equipment focus is ou...
Change the Experience

 • iPOD vs. MP3 Player – Synthesizing unmet needs and
   wants into a integrated solution
    • Ste...
Vistaprint: Business Cards
  Change the Experience Synthesizing unmet needs and wants
               Experience–
  into an...
Program Focus:
       Change the Game
               Look to key Vertical Markets and re-occurring needs and provide a
   ...
Demandforce Automated Reminder




 Compelling multi-channel program including print, e-mail, Web, mobile

© 2009 InfoTren...
Forward Constraint Design
     Managing the Sandbox
                          Market Offering
                          Pr...
Lean Manufacturing –
          Value added activities (ones our customer is paying for) vs. non-
          value added act...
Recommendations


                          • Think beyond the printed page – Invest in Digital Technology
               ...
Platinum Sponsors                                 Producers




                                    Chicago 
             ...
InfoTrends’ European Events

                            3rd Annual




                             Moscow
              ...
Thank You!
                              Grazie!


                          CBondy@InfoTrends.com




© 2009 InfoTrends, ...
Upcoming SlideShare
Loading in...5
×

Inprinting2010-CrossMediaMktg-Infotrends- ChrisBondy

1,001

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,001
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
94
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Inprinting2010-CrossMediaMktg-Infotrends- ChrisBondy"

  1. 1. Capturing the Cross-Media Direct Marketing Opportunity Chris Bondy Group Director © 2009 InfoTrends, Inc. www.infotrends.com
  2. 2. InfoTrends Focus Founded 1991; 70 employees; Offices in Boston, London, and Tokyo Clients We Serve: Hardware and Software Vendors, Service Providers, Trade Associations, and Targeted Enterprises Services: Strategy & Planning, Market/Business Development, Advisory Services, Publications, Custom Consulting, Multi-Client Studies, Sponsored Content, Events, Business Development, and Training & e-Learning Outsourcing & Managed Services Cross Media DFEs Marking Engines Consumables Data Analytics Workflow Feeding/Finishing Substrates © 2009 InfoTrends, Inc. www.infotrends.com 2
  3. 3. Agenda • Critical Trends Effecting the Marketing Landscape • The Cross-Media Value Chain Cross Media • The Cross-Media Opportunity • Keys to Operational Success with Cross-Media © 2009 InfoTrends, Inc. www.infotrends.com 3
  4. 4. © 2009 InfoTrends, Inc. www.infotrends.com 4
  5. 5. © 2009 InfoTrends, Inc. www.infotrends.com 5
  6. 6. Mobile Phone Penetration 4G Percentage of population 100 Mbps 100% 100% Europe 89.0% US 89 0% US 80% Mobile  3G 14 Mbps subscribers 60% 50% 40.0% 40% 3G  20% Subscribers 2G 1G digital analog 0% '80 '82 '84 '86 '88 '90 '92 '94 '96 '98 '00 '02 '04 '06 '08 '10 Sources: ComScore, Chetan Sharma, InfoTrends, FCC, CTIA © 2009 InfoTrends, Inc. www.infotrends.com 6
  7. 7. Social Media is Integral to All Marketing Activities 50 million tweets per day on 100 million videos Twitter viewed per day on YouTube (and 65,000 new videos are uploaded) 5 billion minutes 400 million blogs in spent per day on existence FaceBook 3.6 billion images on Flickr © 2009 InfoTrends, Inc. www.infotrends.com 7
  8. 8. Expansion of “Software-as-a-Service” Business Models • Software solutions are increasingly • Top advantages to service providers Web-based or Web-enabled Minimal IT skills required Web-to-Print, Multi-Channel, and DAM are already there y Lower start-up costs start up Workflow, MIS, and VDP are moving Faster time-to-market there • Bandwidth and security have made strides in the past few years © 2009 InfoTrends, Inc. www.infotrends.com 8
  9. 9. “Data/Content is King” – Enabling Marketing Efficiency • Marketers are forced to stretch every marketing dollar and deliver more measured results • Multi-channel campaigns increase response rates Knowledge • Closing the loop/ data management Information • Campaign dashboard/ Data visualization • Business intelligence via data analytics © 2009 InfoTrends, Inc. www.infotrends.com 9
  10. 10. Making All Communications Interactive with QR Codes • Combining print and mobile in the media mix Billboards Packages Displayed in the Magazines New York Times, Sunday August Bills Bill 30, 2009 Statements • A cost-effective acquisition channel for marketers © 2009 InfoTrends, Inc. www.infotrends.com 10
  11. 11. Adding Mobile to the Mix with QR Codes What can the recipient do? • Pay a bill • Accept an offer (from a statement or a direct mail piece) • Link to a landing page • Provide survey information predicated on the offer Why now? • People have their cell p p phones with them at all times • 100% of the Europe and 89% of the U.S. population owns a cell phone • Most cell phones were equipped with a camera © 2009 InfoTrends, Inc. www.infotrends.com 11
  12. 12. Integrate & Automate Concentration on operational effectiveness typically results in new super-efficient workflows enabled through refined processes, technology (software/hardware and IT) and demand. Job Creation/ Prepress Press Postpress Submission Job Creation/ Prepress Press Postpress Submission © 2009 InfoTrends, Inc. www.infotrends.com 12
  13. 13. The Domino Effect … © 2009 InfoTrends, Inc. www.infotrends.com 13
  14. 14. Automated, Digital, Cross-Media Technology is Transforming the Printing Industry Targeted Cross-Media Digital and Automated Transactional Promotional Centric Centric Document Image/Photo Centric Centric Mass Market B&W Color © 2009 InfoTrends, Inc. www.infotrends.com 14
  15. 15. More Channels = Higher Response g p Improvement over print-only campaigns Average response rate Print, e-mail, and Web landing pages 8.8% 35% Print, e-mail, Web landing pages, and gp g 34% 8.7% 8 7% mobile marketing Print and e-mail 8.3% 28% Print and Web landing pages 7.7% 19% Print only 6.5% 0% 2% 4% 6% 8% 10% N = 217 marketers Source: Multi-Channel Communications Measurement & Benchmarking. InfoTrends, 2008 © 2009 InfoTrends, Inc. www.infotrends.com 15
  16. 16. Market Requirements for Cross-Media Communications • Corporate Marketers/Agencies: Need to Acquire/Retain/Grow Customers q Need to understanding how B2B and B2C customers are responding in the new economy with all the various media – what is working, how and why g, y • Print/Marketing Service Providers: Need Relevant Services to offer Marketers/Consumers Need to know what Corporate Marketers/Agencies and Consumers need and how to better meet their new and expanded needs – deliver integrated cross-media services • Vendor Community: Need to Enable the Service Providers y Need to know about Vertical Markets and Applications and specific workflow integration requirements – equip the Services Provides with comprehensive integrated solutions © 2009 InfoTrends, Inc. www.infotrends.com 16
  17. 17. The Marketing Services Value Chain CRM, 3rd-Party Direct Marketing Direct Mail Catalog Email Wireless Databases SMS RSS feed Telemarketing micro sites pURL’s Social network Marketing Digital Print g Package Printing g g B2B Analytics Banner ads 1:1 Marketing “Corporate” Marketing Integrated Cross-Media Strategy Communications Marketing Campaigns Product Mass Marketing B2C Billboards WW Web, Wikis “Consumer” Marketing Directories Magazine Radio Newspaper Content C t t TV Podcast Website Blogs POP Packaging/Signage Video Search Engines DAM, Licensed, Free Standing Inserts (FSI) Social © 2009 InfoTrends, Inc. www.infotrends.com 17
  18. 18. The New Cross-Media Marketing Value Chain Track Analyze Acquire Customer Interact Dialogue Strategize B2B/B2C/C2C Retain & Grow Deploy Design The customer is at the center of the two-way dialogue © 2009 InfoTrends, Inc. www.infotrends.com 18
  19. 19. What business are you really in? Service Providers need to Transform to … Integrated  Cross‐Media Printing Graphic Communications OR Mobile Print Social S i l On‐line O li © 2009 InfoTrends, Inc. www.infotrends.com 19
  20. 20. The Cross-Media Opportunity O t it © 2009 InfoTrends, Inc. www.infotrends.com 20
  21. 21. Pushing Personalized Experience © 2009 InfoTrends, Inc. www.infotrends.com 21
  22. 22. Lexus Advertisements in MINE Magazine © 2009 InfoTrends, Inc. www.infotrends.com 22
  23. 23. Creating New Opportunities © 2009 InfoTrends, Inc. www.infotrends.com 23
  24. 24. © 2009 InfoTrends, Inc. www.infotrends.com 24
  25. 25. Social Media: Reaching Your Target Audience © 2009 InfoTrends, Inc. www.infotrends.com 25
  26. 26. Capitalizing on Opportunity: Relationship Status – Engaged. © 2009 InfoTrends, Inc. www.infotrends.com 26
  27. 27. Social Media + Print © 2009 InfoTrends, Inc. www.infotrends.com 27
  28. 28. Augmented Reality: Making Packages Come to Life for Toys © 2009 InfoTrends, Inc. www.infotrends.com 28
  29. 29. Augmented Reality: Magazine Ads Come to Life Source: LT-Studios © 2009 InfoTrends, Inc. www.infotrends.com 29
  30. 30. Augmented Reality: An Educational Tool © 2009 InfoTrends, Inc. www.infotrends.com 30
  31. 31. Augmented Reality: The Ray-Ban Virtual Mirror © 2009 InfoTrends, Inc. www.infotrends.com 31
  32. 32. On Demand Web-Driven Killer Applications - Books and e-books - 1:1 Marketing materials - Direct mail campaigns - Vertical market applications 32 © 2009 InfoTrends, Inc. www.infotrends.com 32
  33. 33. Operational Considerations for Cross-Media © 2009 InfoTrends, Inc. www.infotrends.com 33
  34. 34. Strategic Opportunities for Graphic Communications High Internet Print Multi‐Channel Low Transaction Publishing Promotional Photo Signage Labels Packaging Textiles Data Engines Content Ink/Toner Analytics Critical Strengths & Differentiators Substrates Processing Bindery/Finishing Integration Logistics/Sourcing L i ti /S i eCommerce Social/Mobile/Ad Networks QR codes RFID TransPromo T P Self‐publishing S lf bli hi Versioning V i i Personalization P li ti POD © 2009 InfoTrends, Inc. www.infotrends.com 34
  35. 35. Composition – Linking Content and Channels Content Input Channel Deployment Print Print Design/ Layout Internet Digital Assets Composition Mobile Data Social © 2009 InfoTrends, Inc. www.infotrends.com 35
  36. 36. New Integrated Cross-Media Services g • Equipment focus is out … Service focus is in • Get rid of your equipment list … nobody cares • Focus on integrated marketing services • Offer targeted “packaged” services targeted, packaged • Products a e out … Programs a e in oducts are og a s are • Brochures vs. collateral management and deployment • Look for recurring needs • B ild super-efficient workflows Build ffi i t kfl © 2009 InfoTrends, Inc. www.infotrends.com 36
  37. 37. Change the Experience • iPOD vs. MP3 Player – Synthesizing unmet needs and wants into a integrated solution • Steven Jobs immersed himself in the personal music ecosystem and refined the experience using similar technology just a more complete execution Holistic Super-Efficient Solution(s) Generic MP3 Solutions © 2009 InfoTrends, Inc. www.infotrends.com 37
  38. 38. Vistaprint: Business Cards Change the Experience Synthesizing unmet needs and wants Experience– into an integrated solution Vistaprint’s earnings reported January 28, 2010 Revenues for the second quarter of fiscal year 2010 grew to $194.6 million, a 40% increase over revenues of $138.9 million $138 9 reported in the same quarter a year ago. Gross margin (revenues minus G i ( i Holistic S H li ti Super- the cost of revenues as a Efficient Solution percentage of total revenues) in t e second quarter as 65.1%, the seco d qua te was 65 %, compared to 63.5% during the same quarter a year ago. © 2009 InfoTrends, Inc. www.infotrends.com 38
  39. 39. Program Focus: Change the Game Look to key Vertical Markets and re-occurring needs and provide a Lifecycle Management Solution y g Anticipate needs across the lifetime of a customer Bundle key services that may be needed at the same time Integrated solution experience focused Comprehensive Turnkey B2B programs - Marketing programs – Marketing in a Box concept, BC, Web-site, brochure B2B2C Programs for companies serving Consumers - Services loyalty programs ▫ Dentist, Auto Repair, Credit Union ▫ Non-profit Non profit Organizations © 2009 InfoTrends, Inc. www.infotrends.com 39
  40. 40. Demandforce Automated Reminder Compelling multi-channel program including print, e-mail, Web, mobile © 2009 InfoTrends, Inc. www.infotrends.com 40
  41. 41. Forward Constraint Design Managing the Sandbox Market Offering Products, Programs and Services Establish the Manufacturing Reconcile Market Constraints for Requirements with built-in built in “lights-out” Efficiencies Production Production People, Process and Technology Integrated Customer Experience Order Design & Print Finishing & Processing P i Composition C iti Production P d ti Fulfillment F lfill t Back-to-front Productization © 2009 InfoTrends, Inc. www.infotrends.com 41
  42. 42. Lean Manufacturing – Value added activities (ones our customer is paying for) vs. non- value added activities (ones our customer is not paying for) ( y g ) Value Added Non-Value Added Press Printing a brochure Wash-up Color matching Waiting for stock Mounting plates Machine problems Changeover Ch Increase Meetings Decrease or Value Eliminate Non- Finding Tools Time Value Time © 2009 InfoTrends, Inc. www.infotrends.com 42
  43. 43. Recommendations • Think beyond the printed page – Invest in Digital Technology y p p g g gy • Stay on top of the changing marketing landscape • Place emphasis on relevant cross media communications Place emphasis on relevant cross‐media communications • Deeply engage your clients and understand their needs • Develop and grow partnerships and core competencies – hire  the geeks! • Be part of the cross‐media interactive world! Be part of the cross media interactive world! © 2009 InfoTrends, Inc. www.infotrends.com 43
  44. 44. Platinum Sponsors Producers Chicago  August 10 & 11 August 10 & 11 Corporate Marketing  Agencies Marketing Service Providers © 2009 InfoTrends, Inc. www.infotrends.com 44
  45. 45. InfoTrends’ European Events 3rd Annual Moscow October 18  October 18 – 22 Brussels October 27 & 28 © 2009 InfoTrends, Inc. www.infotrends.com 45
  46. 46. Thank You! Grazie! CBondy@InfoTrends.com © 2009 InfoTrends, Inc. www.infotrends.com 46
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×