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Digital Printing: Transforming Business and marketing Models

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Digital printing technologies are rapidly replacing traditional offset for many forms of print marketing. This represents more than a production shift. It represents a radical marketing shift. This ...

Digital printing technologies are rapidly replacing traditional offset for many forms of print marketing. This represents more than a production shift. It represents a radical marketing shift. This shift is occurring because digital print production enables marketers to produce applications and manage their documents in ways not possible or cost-effective with offset. This report examines how digital print technologies are reshaping print marketing by changing cost structures, changing document management models, and driving customization and personalization. Points are illustrated using best-in-class case studies, hypotheticals, and graphics from actual campaigns in key application categories, including short-run printing and versioning; one-off, personalized follow-ups; automated fulfillment; personalized URLs; 1:1 print personalization; transactional and transpromotional; and Web-to-Print. Special emphasis is placed on the importance of changing the way marketers evaluate the cost-effectiveness of print marketing, including a shift to cost per lead, cost per sale, and return on investment. Report concludes with best practices and strategies for success.

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Digital Printing: Transforming Business and marketing Models Digital Printing: Transforming Business and marketing Models Document Transcript

  • Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!Digital Printing: Transforming Business and marketing ModelsPublished on May 2009 Report SummaryDigital printing technologies are rapidly replacing traditional offset for many forms of print marketing. This represents more than aproduction shift. It represents a radical marketing shift. This shift is occurring because digital print production enables marketers toproduce applications and manage their documents in ways not possible or cost-effective with offset. This report examines how digitalprint technologies are reshaping print marketing by changing cost structures, changing document management models, and drivingcustomization and personalization. Points are illustrated using best-in-class case studies, hypotheticals, and graphics from actualcampaigns in key application categories, including short-run printing and versioning; one-off, personalized follow-ups; automatedfulfillment; personalized URLs; 1:1 print personalization; transactional and transpromotional; and Web-to-Print. Special emphasis isplaced on the importance of changing the way marketers evaluate the cost-effectiveness of print marketing, including a shift to costper lead, cost per sale, and return on investment. Report concludes with best practices and strategies for success. Table of ContentIntroduction Leveling the Playing Field for Small and Mid-Sized Marketers Impact on Corporate Marketers Impact on Publishers Growth Exceeding Offset About This ReportSection 1: Digital Printing Basics Five Key Production Characteristics Beyond Copying Drawbacks of Digital Printing Advantages of Digital Printing Digital Printing and the Bindery Sampling of Digital Bindery Advances Digital Presses and Survivability in the Mail Stream Digital Presses and Substrates Choosing a Digital PrinterSection 2: How Digital Printing Helps You Go Green Green Printing: A Nice Bonus Case Studies in Going Green With Digital Print Are Digital Solvent Inks Green Recyclability Cautions for InkJetDigital Printing: Transforming Business and marketing Models Page 1/5
  • Find Industry reports, Company profilesReportLinker and Market Statistics Better Data Means Greener Direct MailSection 3: How Digital Printing Impacts Your Marketing Application Categories Case Studies in Digital Printing Short-run printing Versioning One-Off, Personalized Follow-Ups Automated Fulfillment Personalized URLs 1:1 Print Personalization Transactional and Transpromotional Web-to-Print Publishing Evaluating SuccessSection 4: New Ways of Evaluating Success Looking at Cost DifferentlyROI 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 ServicesSection 5: Conclusions For Further Reference About Heidi Tolliver-NigroTABLE OF GRAPHICS Digital vs. Ink-on-Paper Shipments, Nominal and Real Printing (2007) Sample: Die-Cut, Four-Color Mailer Printed on a Toner-Based Digital Press Percent of Printers Offering Digital Print Evaluation of Key Digital Press Output Characteristics (Percent of Creatives Holding a Neutral or Positive Impression) 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 Better Data Means Greener Direct Mail Percentage of Printers Offering Digital Print Percentage of Printers Offering Web-to-Print Sample: DSM Composite Resins Segmented Mailer Sample: Huntington College User-Generated Mailers Sample: Printing Industries of Florida CampaignDigital Printing: Transforming Business and marketing Models Page 2/5
  • Find Industry reports, Company profilesReportLinker and Market Statistics How Sophisticated Are Your 1:1 Print Jobs (Comml/Quick Printers) Sample: Pancheros Benefits From Mapping Sample: Culinary Inspirations Personalized Mailer Hypothetical: ROI Comparison, Traditional Mail Vs. Personalized Mail Hypothetical: Cost Per Lead Vs. Cost Per Response Vs. ROIDigital Printing: Transforming Business and marketing Models Page 3/5
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  • Find Industry reports, Company profilesReportLinker and Market Statistics Payment Information Please indicate the payment method, you would like to use by selecting the appropriate box. Payment by credit card Card Number: ______________________________________________ Expiry Date __________ / _________ CVV Number _____________________ Card Type (ex: Visa, Amex…) _________________________________ Payment by wire transfer Crédit Mutuel RIB : 10278 07314 00020257701 89 BIC : CMCIFR2A IBAN : FR76 1027 8073 1400 0202 5770 189 Payment by check UBIQUICK SAS 16 rue Grenette – 69002 LYON, FRANCE Customer signature:   Please note that by ordering from Reportlinker you are agreeing to our Terms and Conditions at http://www.reportlinker.com/index/terms Please fax this form to: Europe, Middle East and Africa : + 33 4 37 37 15 56 Asia, Oceania and America : + 1 (805) 617 17 93Digital Printing: Transforming Business and marketing Models Page 5/5