Digital Printing Bundle - Four Reports

1:1 (Personalized) Print: Boosting Profits Through Relevance
Abstract:
The world of print marketing is rapidly moving toward customization and full 1:1 personalization. For marketers, the consequences are enormous. It represents an entire paradigm shift in how they think about print. This report examines the fundamentals of database-driven marketing on a 1:1, fully personalized basis. It starts with understanding the realities of digital printing technology, which drives 1:1 printing, and examines many of the myths behind the incorporation of databases. Key for marketers is that it does not take a complex database to make 1:1 printing work. Success is based on creating relevance, which can be achieved with a single data point (if the right data point is used). Myths associated with cost are also examined, including the fact that 1:1 printing is necessarily more costly than static direct mail. Points are illustrated using best-in-class case studies, hypotheticals, and graphics from actual campaigns in key 1:1 printing categories, including lead generation; loyalty programs; fundraising; direct sales; non-direct sales; one-off, personalized follow-ups; personalized URLs; and transactional and transpromotional applications. 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.

Digital Printing: Transforming Business and Marketing Models
Abstract:
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.

Personalized URLs: Beyond the Hype (Overview, Lessons Learned, and Best Practices for PURLs, RURLs, and Other -URLs)
Abstract:
There is a lot of hype surrounding Personalized URLs these days, but what’s the reality behind the hype? Do these applications deliver on the promise? “Personalized URLs: Beyond the Hype,” the fourth in Heidi Tolliver-Nigro’s Marketer’s Primer Series, addresses this question. The answer is one that every marketer and 1: 1 print provider should take to heart.

Personalized URL applications have a wide variety of uses, including sales prospecting, customer surveying, event registrations, information dissemination, and obtaining customer and user feedback. But while they have generated a lot of success, they have generated a lot of disappointment, too—primarily because of a lack of realistic expectations.

This reports provides a no-nonsense look at the role of personalized URLs and 1:1 printing in increasing the effectiveness of companies’ marketing programs. It looks at key application categories, “best in class” case studies, lessons learned over time, and best practices for optimizing their use. Printers and marketers can optimize the value of this report by purchasing an enterprise license for broader marketing and education.

• Section 1 looks at the basic nuts and bolts behind personalized URLs. This includes the basic structure, differences between templated and custom applications, and the role played by digital (toner- and inkjet-based) printing technology.
• Section 2 looks at the primary differentiating factors between personalized URL solutions and, if you are planning to purchase your own in-house solution, some of the factors that can play into the investment decision.
• Section 3 looks at the role of databases, including the use of personalized URLs to turn mailing lists into prospecting databases and the critical need to focus on relevance, not personalization.
• Section 4 looks at case studies from five classifications of personalized URL applications: lead generation, cross-sells and upsells, event registrations, information dissemination, and customer retention and loyalty.
• Section 5 looks at how to evaluate the success of personalized URL campaigns. It looks at the variety of types of “response rates” and key campaign metrics, including conversion, cost per sale, and return on investment.
• Section 6 looks at best practices for personalized URL campaigns. This includes both those drawn from the case study archives and insights from leading practitioners in the field.
• Section 7 draws final conclusions and provides references for more information.

The report is 61 pages, with 18 personalized URL campaign sample images, hypotheticals, and other graphics.

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, customized marketing collateral with centralized, online control, one-off, personalized follow-ups; user-generated personalization; automated fulfillment; and true 1:1 print personalization. Report concludes with best practices and strategies for success. The report is part of the Marketer’s Primer Series, which also includes “1:1 (Personalized) Printing: Boosting Profits Through Relevance” and “Digital Print: Transforming Business and Marketing Models.”

Web-to-Print: Transforming Document Management and Marketing Models
Abstract:
Businesses are looking for ways to better manage their documents, both in terms of cost and efficiency. Transitioning to a just-in-time, print-on-demand model is often an important part of this strategy. Too few marketers realize, however, that this strategy has important marketing benefits, too. It has profound implications for brand management, customer relationship management, and personalized communications. It represents the opportunity, not only to provide significant cost savings, but to shift from document mass production to a highly targeted, customized model that boosts print marketing effectiveness significantly. For some marketers, this includes the use of tightly managed and permissions-based access to design templates and centralized asset repositories that puts marketing in the hands of those closest to the end user, while still allowing the marketer to control the brand. This report 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, hypotheticals, and graphics 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; and true 1:1 print personalization. Report concludes with best practices and strategies for success.

Please note - these reports are delivered as a zip file.