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Publication Date: September 2008 Introduction The phrase perfect storm refers to the simultaneous occurrence of events which, taken individually, would be far less powerful than the result of their chance combination. Such occurrences are rare by their very nature, so even a slight change in any one event contributing to the perfect storm would lessen its overall impact. In today’s market, TransPromo may be that perfect storm. It always starts with the customer. Consumers are drowning in a sea of unrelated marketing campaigns and they want to be treated as individuals. They expect personalized communications where the seller demonstrates knowledge for their unique needs and preferences. From a consumer perspective, is TransPromo the best vehicle for consumer reach? Is that “onsert” on the face of a statement the best mechanism for getting a message across? Marketing executives have never been under more pressure to deliver a return on their marketing investment. They are looking for measurable multi-channel marketing communications tools that will deliver business results. TransPromo has the potential of bringing the concepts of the brand, ROI, and relevance into a single communication vehicle that meets the needs of the marketing executive, but does it meet their needs? From a financial perspective, there’s affordability. If you can get a transaction and promotional message across in a single TransPromo document, why send two? With first class postal declines for higher-weight envelopes, you can get more for less. Finally, there’s technology. Whether it’s inkjet or toner, are the advances adequate to drive print service providers and marketers to take the “TransPromo plunge”? This study focuses on customer-facing applications such as direct marketing, billing, and related issues such as customer support and fulfillment. It will investigate consumer behavior and preferences, provide a perspective from the view of the marketing executive, discuss print provider expectations, and review the plans of those who generate these documents. It will determine if TransPromo truly is that perfect storm. The overall objective of this study is to provide document technology vendors and service providers with critical information to guide the development of product/service portfolios and strategic business planning that is designed to capture revenue from direct mail and transaction-based document applications. The study will also examine the impact and opportunities for document technologies and services created by the increasing pervasiveness of the Internet as a business tool, the adoption of Customer Relationship Management (CRM) and Marketing Performance Measurement (MPM) solutions, electronic document delivery programs, and the increased availability and accuracy of customer data in medium-sized and large companies in select vertical industries. Project Objectives
Analysis and Project Deliverables InfoTrends will conduct extensive analysis of the desk research, personal interviews, and surveys to develop a comprehensive understanding of the opportunities and issues for document technology and service providers. Technology Providers Clients will receive a combination of reports, presentation materials, and data for senior management, product managers and planners, and sales and marketing executives. The materials will include:
Service Providers Service providers will receive a detailed written report (approximately 200 pages) with text, charts, and graphs addressing the objectives of the study. Key elements will include:
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