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Web-to-print increase may improve print workflow
Digital printing has been an important technique for businesses employing direct mail marketing since its inception. Companies shouldn't expect it to become any less valuable to marketing, as a new report shows the web-to-print trend will continue to revolutionize the printing industry and is estimated to enhance the ability of companies to manage their print workflow.
According to a recent study by Xerox, digital printing currently controls half of the print market share and is expected to climb another 30 percent by 2014. Around 55 percent of professionals using print plan to invest in digital infrastructure, such as workstations, to more efficiently govern their print workflow. The study cites the reason for the rise of web-to-print lies in the affordability to use color and reduces a print shop's customer expenses, with 4 in 5 professionals saying digital print improves profit margins.
In addition, 60 percent said web-to-print boosts their customer retention rate by increasing consumer satisfaction and experience. Digital printing also offers businesses the opportunity to easily vary their digital mail marketing structure, with 49 percent reporting increased profits due to the option to change mailing elements such as text or graphics.
The benefits of web-to-print are far-reaching, from the ability to distribute advertisement campaigns quickly to testing marketing ideas before they are sent to the printer. With more companies investing in the software, marketers might begin to see changes coming to print workflow.
Digital printing already maximizes print workflow through easier monitoring, but may allow businesses to update their workflow management. The continued advancement of web-to-print technology for direct mail campaigns allows companies the new opportunity to notice what works in print workflow and might consider changing their printing timeframes.
