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State of Digital Print Marketing

  • January 2014
  • -
  • DigitalPrintingReports.com
  • -
  • 70 pages

Digital printing has been impacting and transforming the commercial printing and marketing industries for nearly two decades. From print runs in the tens to the hundreds of thousands, toner and inkjet technology have transformed the cost-efficiencies of print production. But equally important are the changes it has enabled in the business and marketing models of the companies that use the power of this technology to do so. This report looks at the current state of digital output and its marketing applications from a marketing (rather than highly technical) perspective. It also provides insights and best practices for use in the field. Examples are representative of what is typical in the market today.

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 print quality, binding and finishing, survivability in the U.S. mail stream, and substrates. This section also looks at how these characteristics impact key marketing applications.

Section 2 looks at how digital printing is used to "green" marketing programs, including some surprising case studies.

Section 3 looks at each of these applications 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), each with three best-in-class case studies.

Section 4 looks 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 critical success factors that enable marketers to take maximum advantage of digital printing technology.

Section 6 draws final conclusions and provides additional resources as a next step.

Table Of Contents

State of Digital Print Marketing
Table of Contents
Introduction 7
Changing the Marketing World We Live In 7
Digital Growth Outpacing Offset 8
Section 1: Digital Printing Basics from a Marketing Perspective 10
“Just the Basics, Ma'am” 10
Production Characteristics Affecting Marketers 10
Consequences for Marketing 12
Personalization: The Default Expectation 13
Beyond Copying 14
Small and Mid?volume Production High?volume Production Packaging Presses Wide?format Printing Applications
Section 2: Remaining Production Considerations 17
Visual Differences from Offset 17
Higher Gloss Level (Toner) Color
Saturation Color
Gamut Spot Colors
Banding and Gradients
Color Consistency
Coating and Lamination 19
Post-processing Issues 19
Metallics 21
Ability to Withstand the Rigors of the Mail Stream 22
Limitations in Substrates 22
Binding and Finishing 23
Challenges of Dual Offset/Digital Workflows 26
The Nutshell 26
Current State of Digital Press Quality: A Detailed Look 27
Section 3: How Digital Print Takes Your Marketing Green 31
“Green” Printing, A Nice Bonus 31
Illustrations in “Going Green” With Digital Print 32
Are Digital “Solvent” Inks Green? 35
Reduced Recyclability Cautions for Inkjet 35
Section 4: How Digital Printing Impacts Your Marketing 37
Application Categories 37
Who's Personalizing? 38
Case Studies in Digital Print Marketing 40
Short?Run Printing 40
Versioning 41
One?Off Personalized Follow?Ups 43
Automated Fulfillment 44
Personalized URLs 46
1:1 Print Personalization 48
Transactional and Transpromotional 51
Web?to?Print 53
Publishing 55
Hybrid Applications 57
Section 5: Changing Ways of Evaluating Success 59
Looking at Costs Differently—ROI 59
Cost per Lead and Cost per Response 60
Examining Some Hypotheticals 60
Spend Less, Earn More 61
Section 6: Maximizing Your Advantage (Best Practices) 63
Critical Success Factors in Digital Print 63
Conclusions 67
Use this report for employee and customer training! 67
Related reports 68
About Heidi Tolliver-Walker 70

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