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s os cr nt YEAR XVI N° 5 · EUROPEAN ISSUE OCTOBER 2010 to cu ra ol bo xe s b vid pe rso na ial design m ia d e b ding ran cont e eo tal soc ded len com irect d mu nic atio ile c lou cast ob pod n m d onl ine eLe in arn ex p ri p er t n ien networking l Power Sponsor e multim e tim alre eb3 dia w tio n digita g RS S l
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Expand Your Reach for Real Results Take an effortless leap beyond the boundaries of Cross Media Communication GMC makes it simple, so you can sit back and enjoy the results. GMC Worldwide Brazil, Canada, Chile, China, Czech Republic, Denmark, France, Germany, Hong Kong, Hungary, India, Italy, Japan, Mexico, Poland, Singapore, Spain, Switzerland, Taiwan, United Kingdom, USA GMC Software www.gmc.net
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eDI M TORIAL Cross media communication is a journey across devices ulti-dimensional communication increases the level and depth of message involvement because it makes it more personal and therefore more relevant and powerful. The advantages are numerous and in this issue of DDm Europe you will read of companies who have faced the challenge of investing in technology and ideas to communicate to their customers in an innovative manner. Cross media communication means interaction, which is not a banal concept. It implies willingness to talk to the recipients: not just to communicate a message, but also, over more, to listen to what they have to say. Cross media communication allows us to hit different targets according to their consumer/purchase behaviours and to reach a broader audience. Or, we can use cross media to hit the same target through different media, so that the message is persistent. In recent years the impact of new media such as online and mobile has changed the communication perspective and enhanced many very innovative ways of talking to customers. Very often, these media, which are more immediate and sometimes cheaper than traditional ones, have taken over traditional means of communication, including paper. The printing market has initially reacted with diffidenza but I think that now it is clear to everybody that the existence of paper in marketing communication is not an issue of fighting but a question of rethinking the role of paper and printers in the entire communication chain. It is clear that a even bigger opportunity comes from cross media communication, where paper can still play a fundamental role. According to most researches used by Print Power in the just about to be launched campaign to support paper use in advertising, when a advertising campaign blends printing to tv and internet, the brand awareness and the purchasing attitude increase by 50%. One euro invested in direct mail generates a ROI between 14 euro and 40 euro. When a news appears in a newspaper, readers aknowledge to it more authority (33%) than when it is broadcasted on TV (20%) or read on the web (10%). Our industry and the technology available today can make paper one of the leading player in modern communication, as you will be able to read in these pages. Enrico Barboglio Publisher N° 05 OCTOBER 2010 1
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Designed to excel, the Xeikon 8000 will surpass all your expectations. Its state-of-the-art technology has been developed to optimize print quality and productivity. 0 12 0DP I SPOT IT S PE With true 1200 dpi at 4 bits per spot, it sets a new standard in imaging quality, offering an imaging width of 504 mm for 2-up A4 and 3-up A5 printing. It boasts printing speeds of up to 260 ppm or 19m/minute, making it your ideal partner for fast, cost-effective, and eco-friendly printing on a broad range of print media without compromising on quality. From high-volume prints of multi-version product manuals, top-quality pre runs and fully-personalized `book on demand' applications to the most demanding high-volume transpromo and direct mailing productions, the Xeikon 8000 lets you extend the limits of your production capacity, enjoy superior image quality, and deliver a wider range of applications to your customers. With the Xeikon 8000 your return on investment is assured! R B FO UR Xeikon - Lier Belgium T. +32 (0)3 443 13 11 www.xeikon.com - info@xeikon.com
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cONTENTS CROSS MEDIA n. 05 - OCTOBER 2010 FINISHING 4 Priming for success in the CrossMedia Universe An analysis by Infotrends of the profitable opportunities for print service providers offered by the cross media 24 One Thousand and one finishing solutions From Ipex 2010 the new products dedicated to the high end digital printing 9 13 The way of the future The impact of cross-media communications and the way it affects the business is growing fast SOFTWARE 18 The changing face of the printing industry PRT, a well established printing company, becomes multi-service provider in the growing sector of TransPromo 29 Open Print V7, Integrating Your World of Documents! Sefas Innovation Open Print V7 is the software solution that helps organisations to manage their end-to-end customer communications When Print flies high The rise of digital channels makes printbased marketing more relevant than ever in the SAS' campaigns PRODUCTION PRINTING 20 The highest performance of the Jet Dainippon Screen announced at Graph Expo, the development of the new Truepress Jet520ZZ 22 TRANSPROMO A unique position in the market 31 Improving automation and standardization InfoPrint Solutions Company showcased at GraphExpo new browser-based remote management 14 The ingredients for successful TransPromo Printsoft explains the reason why TransPromo implementations don't achieve their intended objectives DataOne, one of the world's largest and leading document printers, installed two Xeikon 8000 LEADING OPINION 32 Cross Media: old techniques newly applied By Andy and July Plata Reg. Tribunale Milano n° 683 del 23/12/94 UFFICIO COMMERCIALE & MARKETING MAURO TIRONI (mauro.tironi@4itgroup.it) MARCO MARCUCCIO (marco.marcuccio@4itgroup.it) MARKETING INTERNAZIONALE year XVI n. 05 OCTOBER 2010 VALENTINA CARNEVALI (valentina.carnevali@4itgroup.it) EDITORE PROMOTER 4 IT GROUP SRL - via Bigli 2 (MI) PUBLISHER CONSORZIO PIMES AMMINISTRAZIONE E UFFICIO TRAFFICO ARIANNA MENEGHETTI (arianna.meneghetti@4itgroup.it) CONCESSIONARIA PUBBLICITÀ E DIFFUSIONE Via Cassanese 224 - 20090 Segrate (MI) Italy (direzione@pimesconsorzio.it) - ITALIA PROJECT COORDINATOR ENRICO BARBOGLIO (enrico.barboglio@4itgroup.it) VICEDIRETTORE E CAPOREDATTORE PAOLA MANGIAGALLI (paola.mangiagalli@4itgroup.it) CAPOREDATTORE AREA PRINTING Centro Direzionale Milano Oltre via Cassanese 224 - 20090 Segrate (MI) Tel. 02 26927081 Fax 02 26951006 COORDINAMENTO GRAFICO E IMPAGINAZIONE 4IT GROUP SRL VALENTINA CARNEVALI (valentina.carnevali@4itgroup.it) EDITORIAL SUPPORT HARPER CONSULTANTS LIMITED - UK PARTNER ALEXIA RIZZI (alexia.rizzi@4itgroup.it) REDAZIONE (digitaldocument@4itgroup.it ) STUDIO GRAFICO DANTE CAVALLARO STAMPA INFOTRENDS, OUTPUTLINKS, XPLOR ITALY, XPLOR ESPANA Valentina Carnevali, Isabella Lensi, Daniela Pace REDAZIONE ESTERA E TRADUZIONI STCC - ROMA The signed articles commit exclusively the authors. Data and technical characteristics of products, systems and services are provided by the constructing companies or by the suppliers; however, they are not binding and can be corrected at any time. All rights are reserved: articles or parts of them may be reproduced subject to the publisher's authorization and by always quoting the source. ACADEMY SAS - via Mercantini 16 (MI) academy.bep@iol.it ASSOCIAZIONE NAZIONALE EDITORIA PERIODICA SPECIALIZZATA
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CROSSMEDIA BY LISA CROSS Priming for success in the Cross-MediaUniverse More media choices, multiple communication channels, and new technologies offer profitable opportunities for print service providers that can connect print, Web, video, email, mobile messaging, and online communities Top Challenges for Executing Cross Media Marketing Campaigns 43% Developing a cross-media campaign strategy 34% Designing for multiple media types 34% Tracking and analyzing campaign result 31% Efficiently managing each media type 30% Obtaining customer/prospect data 28% Mining and analyzing customer data 28% Understanding new media 20% Finding appropriate service providers 16% Distribution of leads to sales 11% Timely response to customers/prospect 3% Other he cross-media buyer channel is primed for investment, as the current thinking on communication is that reaching out to constituencies is best achieved through orchestrated efforts that combine media alternatives. Tuning into the profit frequency in today's multi-media communication channel requires balancing basic client demands price, quality, and service with innovation. InfoTrends' recently published study entitled Capturing the CrossMedia Direct Marketing Opportunity found that beyond the price/quality/service triad, multi-channel clients (advertisers and marketers) want to partner with firms that they know and trust. These firms should also have solid strategies and tools to feed content to multiple channels and measure results. InfoTrends' study defines crossmedia marketing as the use of two or more media types (print, e-mail, Web, mobile, and/or social), target- T ing a specific segment, in an integrated campaign that delivers relevant content and a call to action through multiple media forms. Opportunities are the Flipside of Challenges A consistent thread among firms that are succeeding in offering crossmedia communications is identifying customers' challenges and converting them into viable opportunities. The top challenges identified in InfoTrends' cross-media study, which surveyed advertising agencies and marketers, centered on defining a solid strategy to position, sell, integrate, and deliver cross-media services. The task before marketers, publishers, and all purveyors of content is to effectively use multiple channels to get their messages delivered. The opportunity for print service providers lies in developing products and practices that enhance value at multiple points across the channel. What are your company's top THREE challenges associated with executing marketing campaigns across multiple media types? Source: Capturing the Cross Media Direct Marketing Opportunity, InfoTrends, 2010 The Value Proposition for Printers As managers of clients' graphic assets, print service providers are in a position to extract value, and companies of all sizes are launching new services that would have been considered suicidal to print in the early days of the online transformation. In the past six months, for example, big magazine printers like RR Donnelley, Quad/Graphics, and Fry Communicationshave announced offerings for mobile and tablet applications that could render obsolete the printed versions they produce. These applications offer rich media and expanded user functionality. In July 2010, Fry launched a mobile magazine app called Mozine that offers the ability to publish once, then distribute and optimize content across all mobile and tablet platforms. Rather than replicating a printed magazine onto a handheld device, Mozine blends elements 4 N° 05 OCTOBER 2010
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CROSSMEDIA from print, online, video, blogs, and other assets owned by the publisher. The app also provides publishers/clients with three main revenue sources: subscriptions purchased by consumers, integrated storefront sales, and advertising within the app. The launch also offers clients a mobile business plan to support success, including pricing and promotional recommendations. Commenting on its June 2010 launch of iPad, iPhone, and iPod Touch apps for magazine, catalog, and retail customers, Quad/Graphics president and CEO Joel Quadraccistated, "Our new Quad/Graphics iPad App solution is all about creating value for our clients and helping them engage and connect with customers in new ways. It also generates revenue by enhancing print communications." These moves by print service providers are significant because they are playing out in firms of all sizes and across multiple market spaces. RR Donnelley COO John Paloian said in a company statement, "Our workflows are designed to help publishers bring their editorial, advertising, and other communications to life in a variety of printed and virtual vehicles." Paloian reports that RRD's arsenal of more than 1,000 digital printing units combined with Webenabled systems and mobile applications serves clients with a breadth of communications options. Top Challenges in Cross Media Marketing Campaigns 62% Educating clinets about the value of new media 38% Understanding and utilizing new media 36% Testing effectiveness across multiple media 28% Tracking and analyzing campaign result 27% Developing a cross-media campaign strategy 24% Designing for multiple media types 24% Mining and analyzing data to target campaigns 22% Finding appropriate providers to help execute 13% Media buying across multiple media 2 Other What are your agency's top THREE challenges associated with executing marketing campaigns across multiple media types? Source: Capturing the Cross Media Direct Marketing Opportunity, InfoTrends, 2010 A Fourstep formula for success Combining the challenges indentified in InfoTrends'cross-media research study, market trends, and print service provider success stories, yields a four-step formula for a succeeding in offering cross-media products. 1. Define the Universe The cross-media market is still forming and full of confusion, whi- ch means that there is an opportunity to set the standard. Hype on this subject abounds, and firms that can define practical and effective methods for delivering results will gain the advantage. This holds true for serving clients and supporting internal operations--efficient processes power profits. On the client side, the market needs direction--and proof--about practical strategies that can be used to combine media and deliver desired results. Taking a multi-channel approach to demonstrate, prove, and define your firm's prowess in the field can yield significant results. Budco (Highland Park, MI) designed a cross-media campaign to drive attendance to an event that would educate customers on its cross-media offerings. The goal was to communicate its end-to-end cross-media solution to customers, using print and online tools to invite clients to an educational event on Budco's services. The program combined personalized printed postcards, personalized URLs, email, and data captured in the process. During the enrollment process for the event, Budco asked prospects to choose their favorite Detroit sports team and their favorite rock & roll/back to school movie by selecting from a pre-defined list. This information was later used to personalize each attendee's program materials. The multi-channel invitation process yielded a 24% response rate. Glenn Fontaine, VP of Client Services at Budco, was pleased with the results but says the next steps are "taking what we learned and applying it to solutions for our clients. Additionally, the post-event feedback from attendees was overwhelmingly positive, so we are confident that we achieved our objective of hosting a fun and informative seminar." Turning to internal operations, this means educating all staff on the "what" and "how" of cross-media. Efficient processes require everyone in an organization, including the sales and technical staff, to speak the same language. Discrepancies in communication obstruct efficiency and hurt profits. In response to requests from print service providers, InfoTrends designed an elearning curriculum concerning multi-channel communications. Printing firms must also develop a technology infrastructure to support multi-channel communications. Evaluating solutions to serve this market is a cumbersome task. To ease the process and solidify print's role in the channel, InfoTrends developed an Ultimate Guide Online Buyers Guide for multi-channel communications software. It offers side-by-side comparisons of software solutions on key attributes, updated by analysts in real time. InfoTrends developed its Ultimate Guide Online series to help firms make educated buying decisions and reduce the research time involved with such an investment. Free and premium versions are available. 2. Shape the Universe Clients need assistance in developing unified cross-media efforts N° 05 OCTOBER 2010 5
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CROSSMEDIA that efficiently manage, unite, and leverage the media types selected. Media types must work together naturally to create a "whole" experience that delivers results to clients. Reynolds DeWalt (New Bedford, MA) shaped its offering by studying and analyzing vertical markets to develop a cross-media offering for improving business results in a particular market segment. Targeting specific vertical markets enabled Reynolds DeWalt to tailor its crossmedia offerings to deliver explicit value to clients. "Developing `productized' solutions gave us a high level of expertise in a specific vertical market niche, says Scott Dubois, vice president of Cross-Media Services and Marketing at Reynolds DeWalt. Once we got the initial programs up and running, the technology could be leveraged across multiple firms in the segment." The financial services market was a key target for Reynolds DeWalt, and the company opted to develop a multi-channel product focused on increasing 401-K enrollments. The company "productized" a cross-media solution to boost plan enrollments and increase contributions. Using its clients' prospect databases, Reynolds DeWalt targeted employees making minimal or no contributions to their 401-K plans with personalized communications across all media channels that explained the value loss resulting from their decision. "Once we got the initial programs up and running, the technology was able to be leveraged across multiple 401-K providers," says Dubois. Reynolds DeWalt took a similar approach in developing a multichannel product to drive sales in the automotive dealer channel. Dubois says that a key technology shaper is identifying how the investment will deliver services that cus- InfoTrends InfoTrends provides research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. info@infotrends.com Infotrends Guide: http://ultimateguide.infotrends.com/pia/ug. Enter promo code piamag5 to receive a 5% discount when ordering n Ultimate Guide Online Premium Membership. Infotrends E-Learning: http://www.printing.org/elearning. Enter promo code piamag5 to receive a 5% discount when ordering an e-learning training program or individual course. Lisa Cross, the author of this article, is senior consultant at InfoTrends. tomers value. For Reynolds DeWalt, this meant "increased 401-K contributions for financial services businesses and increased sales for auto dealers. We developed our salespeople so that they could consistently articulate the differentiated value that we deliver." Dubois states that customers welcome the opportunity to purchase from a company that is familiar with their industry and needs. "Industry professionals also tend to listen to their peers, and a recommendation or endorsement can help increase a product's popularity within a specific market or industry segment," he adds. 3. Measure the Universe Measuring results and demonstrating ROI is the new marketing mantra. Marketing is no longer an art, intuition, or gut feeling. R and R Images (Phoenix, Arizona) developed a multi-channel offering (including direct mail, e-mail, mobile, and social campaign support) that includes a tracking component to determine and manage clients' ROI. R and R brands its multi-channel offering as iDirect, and it also focuses in applying emerging technologies like Quick Response (QR) codes. R and R's Website promotes the firm's ability to cut through message clutter and solve clients' challenges through "creativity, innovation, urgency, and an understanding that your ROI is the ultimate benchmark of our success." DME (Dayton, Ohio) is a crossmedia provider that describes itself to customers as a "trackaholic." DME offers clients response rate measuring for each media element of each campaign. It gathers data (including surveys, Web visitation, e-mail replies, and customer satisfaction) to determine which media channels, messages, and offers were most successful and why. Customers can access easy-to-read reports through password-protected Websites. 4. Expand the Universe It is important to spread the word to your clients, and their customers, about cross-media and your organization's value in delivering it. You can build it, but clients won't come if you don't tell them about it. Follow the Budco example--host an event and promote it by demonstrating your skills in cross-media. Go to events that your customers attend and speak about your services, then use social media to move your cross-media message. There are many promotional strategies to pursue... pick one and demonstrate through words and actions what you can do! Conclusion InfoTrends' new cross-media study explores how businesses can address challenges to create opportunities. Companies like Budco, Reynolds DeWalt, R and R, and DME have developed successful crossmedia campaigns by defining, shaping, measuring, and expanding their opportunities. Harnessing the cross-media opportunity demands understanding all of the various media types and learning to use them to your advantage. 6 N° 05 OCTOBER 2010
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CROSS MEDIA COMMUNICATION'S GLOSSARY How many and which are the traditional and technological media and devices, globally used today to deliver the cross media communication? Here is the definition of each one Printing is a process for reproducing text and image, typically with ink on paper using a printing press. It is often carried out as a largescale industrial process, and is an essential part of publishing and transaction printing, and mass media such as mass-circulation newspapers and magazines, billboards, packaging and commercial printing, but also bills and statements. Mobile Phone (also called mobile, cellular phone, cell phone or handphone) is an electronic device used for full duplex two-way radio telecommunications over a cellular network of base stations known as cell sites. A mobile phone allows its user to make and receive telephone calls to and from the public telephone network which includes other mobiles and fixed line phones across the world. In addition to being a telephone, modern mobile phones also support many additional services, and accessories, such as SMS (or text) messages, email, Internet access, gaming, Bluetooth, infrared, camera, MMS messaging, MP3 player, radio and GPS. Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use webbased technologies to transform and broadcast media monologues into social media dialogues. Social media have been defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content". Social media utilization is believed to be a driving force in defining the current time period as the Attention Age. The most popular social media are Facebook, YouTube, LinkedIn, Twitter, MySpace and Digg. Internetis a global system of interconnected computer networks that use the standard Internet Protocol Suite (TCP/IP) to serve billions of users worldwide. It is a network of networksthat consists of millions of private, public, academic, business, and government networks, of local N° 05 OCTOBER 2010 to global scope, that are linked by a broad array of electronic and optical networking technologies. The Internet carries a vast range of information resources and services, such as the inter-linked hypertext documents of the World Wide Web (WWW) and the infrastructure to support electronic mail, blogging and PURL (personalized URL ,a web page or microsite that is tailored to an individual visitor through the use of variable fields and pages that are linked to a database that contains information about each potential visitor). Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer-generated imagery. It is related to a more general concept called mediated reality in which a view of reality is modified by a computer. As a result, the technology functions by enhancing one's current perception of reality. In the case of Augmented Reality, the augmentation is conventionally in real-time and in semantic context with environmental elements. With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally usable. Augmented reality research explores the application of computer-generated imagery in live-video streams as a way to expand the real-world, and includes use of head-mounted displays and virtual retinal displays for visualization purposes, and construction of controlled environments containing any number of sensors and actuators. QR Code is a matrix barcode (or two-dimensional code), readable by QR scanners, mobile phones with a camera, and smartphones. The code consists of black modules arranged in a square pattern on white background. The information encoded can be text, URL or other data. QR code is one of the most popular types of two-dimensional barcodes. QR is the initialism of Quick Response, as the creator intended the code to allow its contents to be decoded at high speed. 7
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www.officinadellacomunicazione.eu Ideas, products, project and services for marketing communication 18-19-20 MAY 2011 East End Studios - MILAN (Italy)
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