Digital Printing

Transforming Business Models and Marketing

Publication Date	October 2009
Publisher	Digital Printing Reports
Product Type	Report
Pages	67
ISBN Number	not applicable
Product Code	DPR00001

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Summary

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:

67 pages
Two dozen charts, tables, and graphics, including samples from 1:1 campaigns, hypothetical ROI calculations, and pie charts showing industry adoption.
Training & education licenses for training your sales force, marketing staff, and CSRs

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.

Content

Introduction
    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
    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 Printer

Section 2: How Digital Printing Takes Your Marketing Green
    “Green” Printing: A Nice Bonus
    Case Studies in “Going Green” With Digital Print
         AutoNation
         HealthNow
    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
        Versioning
        One-Off, Personalized Follow-Ups
        Automated Fulfillment
        Personalized URLs
        1:1 Print Personalization
        Transactional and Transpromotional
        Web-to-Print
        Publishing
    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-Nigro


TABLE 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
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
Percentage of Printers Offering Web-to-Print
Sample: DSM Composite Resins Segmented Mailer
Sample: Huntington College User-Generated Mailers
Sample: Printing Industries of Florida Campaign
How Sophisticated Are Your 1:1 Print Jobs? (Comm’l/Quick Printers)
Sample: Panchero’s 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. ROI