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State of Web-to-Print (Print Commerce)

  • January 2013
  • -
  • DigitalPrintingReports.com
  • -
  • 61 pages

Web-to-print (or print commerce) is transforming the way that marketers are viewing print. No longer restricted to online print ordering, this technology is radically transforming their marketing strategies, offering everything from centralized brand and document management to 100% personalized and customized marketing collateral.

The education process on Web-to-Print can be tricky, however. What exactly is Web-to-print and how do you get your mind around it? Is it production technology? Is it marketing? Is it static? Is it 1:1 and personalized?

Without over-simplifying, the report overviews the current state of the market and provides the basics of Web-to-print as a tool for overhauling document management, marketing, and branding. It examines how Web-to-print is 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, graphics, and metrics from actual campaigns in key application categories, including:

Short-run printing and versioning;
Customized marketing collateral with centralized, online control;
One-off, personalized follow-ups;
User-generated personalization;
Automated fulfillment;
True 1:1 print personalization

Report concludes with best practices and strategies for success.

Table Of Contents

State of Web-to-Print (Print Commerce)
TABLE OF CONTENTS
Introduction 6
Categorizing Web-to-Print 6
Restructuring Your Thought Process 8
Section 1: Industry Data and Market Overview 9
Web-to-Print Fully Mainstream 9
Internal Print Service Provider Cost Savings 10
Beyond Productivity and Workflow: The Marketing Benefits 11
Section 2: Web-to-Print Basics 13
Defining Web-to-Print 13
Narrowing In: Areas of Biggest Marketing Impact 15
Branded and Permissions-Based Access 15
Centralized User Permissions 16
Central Document Repository 17
Full-Blown Personalization 19
One-Off Personalization 19
Cross-Channel Marketing 21
Simplified Re-Sizing and Repurposing 22
Third-Party Plug-Ins 23
Section 2: Calculating the Bottom-line Benefits 24
Calculating the Bottom-Line Benefits 24
Time Savings 24
Reduction in Fulfillment Errors 24
Reduction or elimination of error and duplication in design 24
Savings in print and postage costs 25
Faster response time 25
Improved marketing effectiveness 25
Administrative cost reductions 25
Greening your printing 26
Case Studies to Drive It Home 26
Insourcing or Outsourcing the W2P Component (10 Factors) 28
Section 3: Changing Business Models 31
Transition to JIT and POD environment 31
Simplifying Targeting 32
Decentralized Marketing 32
Personalized Attention 33
Integration with Multi-Channel Marketing 33
Consistency of Output 34
Green Printing 34
Section 4: Case Studies in Web-to-Print 37
Application Categories 37
Short-Run Printing and Versioning 37
Customized Marketing Collateral With
Centralized, Online Control 39
One-Off, Personalized Follow-Ups 41
User-Generated Personalization and Fulfillment 43
Automated Fulfillment 45
1:1 Print Personalization 46
What About Databases? 47
Publishing 48
Self-publishing 48
Small, POD Publishers 49
Large, Traditional Publishers 50
Other Publishing 50
Advertising Repurposing 52
Section 5: Critical Success Factors 54
Learning From Those Who've Been There 54
About Heidi Tolliver-Walker 60

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