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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 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.

Introduction

Leveling the Playing Field for Small and Mid-Sized Marketers
Impact on Corporate Marketers
Impact on Publishers
Growth Exceeding Offset
About This Report

Section 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 Printer

Section 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 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 5: 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
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 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