inprinting2010-crossmediamktg-infotrends- chrisbondy
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Capturing the Cross-MediaCapturing the Cross-MediaDirect Marketing Opportunity
Chris BondyGroup Director
© 2009 InfoTrends, Inc. www.infotrends.com
InfoTrends Focus
Founded 1991; 70 employees; Offices in Boston, London, and Tokyo
Clients We Serve:Hardware and Software Vendors, Service Providers, Trade Associations, and Targeted Enterprises
Services:Strategy & Planning, Market/Business Development, Advisory Services, Publications, Custom Consulting, Multi-Client Studies, Sponsored Content, Events, Business Development, and Training & e-Learning
Outsourcing & Managed Services
Cross MediaData Analytics
Marking EnginesFeeding/Finishing
DFEsWorkflow
ConsumablesSubstrates
2© 2009 InfoTrends, Inc. www.infotrends.com
Agenda
• Critical Trends Effecting the Marketing Landscape
• The Cross Media Value Chain• The Cross-Media Value Chain
• The Cross-Media Opportunity
• Keys to Operational Success with Cross-Media
3© 2009 InfoTrends, Inc. www.infotrends.com
4© 2009 InfoTrends, Inc. www.infotrends.com
5© 2009 InfoTrends, Inc. www.infotrends.com
Mobile Phone Penetration
Percentage of population4G100 Mbps
100% Europe89 0% US
100%
Mobile subscribers3G
14 Mbps
89.0% US
80%
60%
50%
3G Subscribers
40.0%
20%
40%
Subscribers2Gdigital1G
analog0%
20%
6© 2009 InfoTrends, Inc. www.infotrends.com
Sources: ComScore, Chetan Sharma, InfoTrends, FCC, CTIA
'80 '82 '84 '86 '88 '90 '92 '94 '96 '98 '00 '02 '04 '06 '08 '10
Social Media is Integral to All Marketing Activities
100 million videos viewed per day on
YouTube
50 million tweets per day on Twitter
YouTube
(and 65,000 new videos are uploaded)
400 million blogs in existence
5 billion minutes spent per day on
existenceFaceBook
7© 2009 InfoTrends, Inc. www.infotrends.com
3.6 billion images on Flickr
Expansion of “Software-as-a-Service” Business ModelsModels
• Software solutions are increasingly • Top advantages to service providersSoftware solutions are increasingly Web-based or Web-enabled
Web-to-Print, Multi-Channel, and DAM are already there
Top advantages to service providers
Minimal IT skills required
Lower start-up costsy
Workflow, MIS, and VDP are moving there
Lower start up costs
Faster time-to-market
8© 2009 InfoTrends, Inc. www.infotrends.com
• Bandwidth and security have made strides in the past few years
“Data/Content is King” – Enabling Marketing Efficiency
• Marketers are forced to stretch every marketing dollar and deliver moremarketing dollar and deliver more measured results
• Multi-channel campaigns increase response rates
• Closing the loop/data management
Knowledge
data management
• Campaign dashboard/visualization
Information
Data
• Business intelligencevia data analytics
9© 2009 InfoTrends, Inc. www.infotrends.com
Making All Communications Interactive with QR Codes
• Combining print and mobile in the media mix
Billboards
PackagesPackages
Magazines
Bill
Displayed in the New York Times, Sunday August
Bills
Statements
30, 2009
• A cost-effective acquisition channel for marketers
10© 2009 InfoTrends, Inc. www.infotrends.com
Adding Mobile to the Mix with QR Codes
What can the recipient do?• Pay a bill• Accept an offer (from a statement or aAccept an offer (from a statement or a
direct mail piece)• Link to a landing page• Provide survey information predicated on
the offerthe offer
Why now?• People have their cell phones with them at p p
all times• 100% of the Europe and 89% of the U.S.
population owns a cell phone• Most cell phones were equipped with a• Most cell phones were equipped with a
camera
11© 2009 InfoTrends, Inc. www.infotrends.com
Integrate & AutomateConcentration on operational effectiveness typically results in newConcentration on operational effectiveness typically results in new super-efficient workflows enabled through refined processes, technology (software/hardware and IT) and demand.
Job Creation/Submission Prepress Press Postpress
Job Creation/Job Creation/Submission
Prepress Press Postpress
12© 2009 InfoTrends, Inc. www.infotrends.com
The Domino Effect …
13© 2009 InfoTrends, Inc. www.infotrends.com
Automated, Digital, Cross-Media Technology is Transforming the Printing Industry
Cross-Media
Transforming the Printing Industry
Targeted
Digital and Automated
PromotionalCentric
TransactionalCentric
DocumentCentric
Mass Market
Image/PhotoCentric
14© 2009 InfoTrends, Inc. www.infotrends.com
ColorB&W
Market
More Channels = Higher Responseg p
Average response rate
Improvement overprint-only campaigns
8 7%
8.8%
Print, e-mail, Web landing pages, and
Print, e-mail, and Web landing pages
34%
35%
8.3%
8.7%
Print and e-mail
g p gmobile marketing
34%
28%
7.7%Print and Web landing pages 19%
6.5%
0% 2% 4% 6% 8% 10%
Print only
15© 2009 InfoTrends, Inc. www.infotrends.com
Source: Multi-Channel Communications Measurement & Benchmarking. InfoTrends, 2008
N = 217 marketers
Market Requirements for Cross-Media Communications
• Corporate Marketers/Agencies: Need to Acquire/Retain/Grow Customersq
Need to understanding how B2B and B2C customers are responding in the new economy with all the various media – what is working, how and whyg, y
• Print/Marketing Service Providers: Need Relevant Services to offer Marketers/Consumers
Need to know what Corporate Marketers/Agencies andNeed to know what Corporate Marketers/Agencies and Consumers need and how to better meet their new and expanded needs – deliver integrated cross-media services
• Vendor Community: Need to Enable the Service ProvidersyNeed to know about Vertical Markets and Applications and specific workflow integration requirements – equip the Services Provides with comprehensive integrated solutions
16© 2009 InfoTrends, Inc. www.infotrends.com
The Marketing Services Value Chain
Direct Mail Catalog
Direct MarketingCRM, 3rd-Party
Marketing
Direct Mail CatalogEmail WirelessSMS RSS feed Telemarketing micro sitespURL’s Social networkDigital Print Package Printing B2B
Databases
Analytics
MarketingCommunicationsStrategy
g g gBanner ads 1:1 Marketing “Corporate”
Integrated Cross-Media Marketing Campaigns
ProductMarketing Billboards WW Web, Wikis
Directories MagazineRadio Newspaper
Mass Marketing B2C“Consumer”
C t t TV PodcastWebsite BlogsPOP Packaging/SignageVideo Search Engines Free Standing Inserts (FSI)DAM, Licensed,
Social
Content
17© 2009 InfoTrends, Inc. www.infotrends.com
Social
The New Cross-Media Marketing Value Chain
AnalyzeTrack AnalyzeTrackAcquire
CustomerStrategizeInteract Dialogue
B2B/B2C/C2C
DesignDeployRetain & Grow
The customer is at the center of the two-way dialogue
18© 2009 InfoTrends, Inc. www.infotrends.com
What business are you really in? Service Providers need to Transform toService Providers need to Transform to …
PrintingIntegrated Cross‐Media
Printing Graphic Communications
OR PrintMobile
O liS i l On‐lineSocial
19© 2009 InfoTrends, Inc. www.infotrends.com
The Cross-Media O t itOpportunity
20© 2009 InfoTrends, Inc. www.infotrends.com
Pushing Personalized Experience
21© 2009 InfoTrends, Inc. www.infotrends.com
Lexus Advertisements in MINE Magazine
22© 2009 InfoTrends, Inc. www.infotrends.com
Creating New Opportunities
23© 2009 InfoTrends, Inc. www.infotrends.com
24© 2009 InfoTrends, Inc. www.infotrends.com
Social Media: Reaching Your Target Audience
25© 2009 InfoTrends, Inc. www.infotrends.com
Capitalizing on Opportunity: Relationship Status – Engaged.
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Social Media + Print
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Augmented Reality: Making Packages Come to Life for Toys
28© 2009 InfoTrends, Inc. www.infotrends.com
Augmented Reality: Magazine Ads Come to Life
29© 2009 InfoTrends, Inc. www.infotrends.com
Source: LT-Studios
Augmented Reality: An Educational Tool
30© 2009 InfoTrends, Inc. www.infotrends.com
Augmented Reality: The Ray-Ban Virtual Mirror
31© 2009 InfoTrends, Inc. www.infotrends.com
On Demand Web-DrivenKiller ApplicationsKiller Applications
- Books and e-books
- 1:1 Marketing materials
- Direct mail campaigns
- Vertical market applications
32© 2009 InfoTrends, Inc. www.infotrends.com
32
Operational Considerations for Cross-Media
33© 2009 InfoTrends, Inc. www.infotrends.com
High
Strategic Opportunities for Graphic Communications
PrintInternet
High
PrintInternet
Low
Multi‐Channel
Transaction Publishing Promotional Photo Signage Labels Packaging Textiles
Data EnginesContentAnalyticsProcessingIntegration
EnginesInk/TonerSubstrates
Bindery/FinishingL i ti /S i
Critical Strengths & Differentiators
eCommerce Social/Mobile/Ad Networks QR codes RFID
T P S lf bli hi V i i P li ti POD
Integration Logistics/Sourcing
34© 2009 InfoTrends, Inc. www.infotrends.com
TransPromo Self‐publishing Versioning Personalization POD
Composition – Linking Content and Channels
Channel DeploymentContent Input
Design/Layout
PrintDesign/Layout
Internet
Composition
Internet
Digital AssetsDigital Assets CompositionAssetsAssets
MobileMobile
DataDataSocialSocial
35© 2009 InfoTrends, Inc. www.infotrends.com
New Integrated Cross-Media Services g
• Equipment focus is out … Service focus is in• Get rid of your equipment list … nobody cares• Focus on integrated marketing services• Offer targeted “packaged” services• Offer targeted, packaged services
• Products are out … Programs are inoducts a e out og a s a e• Brochures vs. collateral management and deployment• Look for recurring needs
B ild ffi i t kfl• Build super-efficient workflows
36© 2009 InfoTrends, Inc. www.infotrends.com
Change the Experience
• iPOD vs. MP3 Player – Synthesizing unmet needs and wants into a integrated solutionwants into a integrated solution
• Steven Jobs immersed himself in the personal music ecosystem and refined the experience using similar technology just a more complete executioncomplete execution
Generic MP3 SolutionsHolistic Super-Efficient Solution(s)
37© 2009 InfoTrends, Inc. www.infotrends.com
Vistaprint: Business Cards Change the Experience– Synthesizing unmet needs and wantsChange the Experience Synthesizing unmet needs and wants into an integrated solution
Vistaprint’s earnings reported January 28, 2010Revenues for the second quarter of fiscal year 2010 grew to $194.6 million, a 40% increase over revenues of $138 9 millionover revenues of $138.9 million reported in the same quarter a year ago.
G i ( i H li ti SGross margin (revenues minus the cost of revenues as a percentage of total revenues) in the second quarter was 65.1%,
Holistic Super-Efficient Solution
t e seco d qua te as 65 %,compared to 63.5% during the same quarter a year ago.
38© 2009 InfoTrends, Inc. www.infotrends.com
Program Focus: Change the GameChange the Game
Look to key Vertical Markets and re-occurring needs and provide a Lifecycle Management Solutiony g
Anticipate needs across the lifetime of a customer
Bundle key services that may be needed at the same timeBundle key services that may be needed at the same time
Integrated solution experience focused
Comprehensive Turnkey B2B programs- Marketing programs – Marketing in a Box concept, BC, Web-site, brochure
B2B2C Programs for companies serving ConsumersB2B2C Programs for companies serving Consumers- Services loyalty programs
▫ Dentist, Auto Repair, Credit Union
▫ Non profit Organizations
39© 2009 InfoTrends, Inc. www.infotrends.com
▫ Non-profit Organizations
Demandforce Automated Reminder
40© 2009 InfoTrends, Inc. www.infotrends.com
Compelling multi-channel program including print, e-mail, Web, mobile
Forward Constraint Design Managing the SandboxManaging the Sandbox
Market OfferingProducts, Programs
and ServicesEstablish the
Manufacturing Constraints for
built inReconcile Market
Requirements with built-in Efficiencies
Requirements with “lights-out” Production
ProductionPeople, Process and Technology
Finishing & F lfill t
Print P d ti
Design & C iti
Order P i
Integrated Customer Experience
41© 2009 InfoTrends, Inc. www.infotrends.com
FulfillmentProductionCompositionProcessing
Back-to-front Productization
Lean Manufacturing –
Value added activities (ones our customer is paying for) vs. non-value added activities (ones our customer is not paying for)( y g )
Value Added Non-Value AddedPress Printing a brochure Wash-up
Color matchingColor matchingWaiting for stockMounting platesMachine problemsChChangeoverMeetingsFinding Tools
Increase Value Time
Decrease or Eliminate Non-
Value Time
42© 2009 InfoTrends, Inc. www.infotrends.com
Recommendations
• Think beyond the printed page – Invest in Digital Technologyy p p g g gy
• Stay on top of the changing marketing landscape
• Place emphasis on relevant cross media communications• Place emphasis on relevant cross‐media communications
• Deeply engage your clients and understand their needs
• Be part of the cross‐media interactive world!
• Develop and grow partnerships and core competencies – hire the geeks!
Be part of the cross media interactive world!
43© 2009 InfoTrends, Inc. www.infotrends.com
Platinum Sponsors Producers
Chicago August 10 & 11August 10 & 11
Corporate Marketing Agencies
Marketing Service Providers
44© 2009 InfoTrends, Inc. www.infotrends.com
InfoTrends’ European Events
3rd Annual
MoscowOctober 18 – 22October 18 22
BrusselsOctober 27 & 28
45© 2009 InfoTrends, Inc. www.infotrends.com
Thank You!Grazie!Grazie!
CBondy@InfoTrends.com
46© 2009 InfoTrends, Inc. www.infotrends.com
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