Jun 19, 2007
Pete’s Perspective:
The Googlization of Print---
Transactional Ads That Make Sense
By Pete Basiliere
Industry pundits have been predicting a bright future for “trans-promotional” documents for several years now. But what does the printing industry have to show for these efforts? The occasional, generic monochrome ads appended to credit card bills, some color mutual fund statements with colorful pie charts and not much more. Sure, Gartner has recognized a number of bright spots such as the interactive Sumitomo Mitsui Card Co. Ltd. credit card statements. But the vast majority of transactional documents are not exploited to their fullest.
Why is that? Certainly, the image quality of digital printers meets or exceeds the requirements of virtually all business-to-consumer and business-to-business communications. Indeed, the whole, “Can it produce offset print quality?” argument is moot.
Today, customer relationship management (CRM) databases and tools are widely available. Marketers know more about their prospects and customers than ever. Expanding beyond the basic direct mail techniques of a decade ago, mapping software is just one of the newer tools that provide detailed insight into the marketplace for all kinds of products and services.
The print industry has responded with its own software tools. Software companies and even printer manufacturers enable legacy and new applications to communicate with each other, add and reposition copy, and serve up complex data sets without compromising printer speeds.
After years of false starts and projected growth rates that were, to put it mildly, wide of the mark, the industry is at the point where all the necessary components have come together: image quality, CRM and database processing. The vendors should be commended and the print providers who endured the struggle lauded for bringing us to this point.
So what is holding us back? Trans-promo is. Not the concept but the label. Have you tried describing “trans-promotional documents” to a marketing person? If that person is focused on print campaigns, there is a strong likelihood the marketer will grasp the concept with little effort. If focused on, say, Internet campaigns, it takes more effort and often results in an, “Okay, I get it. But so what?” response. And forget about trying to explain the concept to someone outside of our industry, for instance, the intended recipient of a trans-promo campaign.
Yet every day millions of people worldwide are exposed to the kind of targeted, and somewhat personalized messages the print industry pundits have been promising. Ads that generate revenue for both the company producing them and the seller. More importantly, ads that make sense based on each consumer’s specific interests.
Google’s AdSense program, along with variations developed by other search engines, serve up ads based on the individual’s interest as defined by the query that person made. While the ubiquitous ads displayed at the top and right side of the computer monitor are not always perfect, that’s not the point. And neither is the fact Google and others are continuously refining their mathematical formulas to better match advertisers (based on the amount they are willing to pay for an ad) with prospective customers (based on their search history over long periods of time).
The point is that print and non-print marketers, as well as their customers, understand the notion. They intuitively understand the idea that Google takes the request for information and serves up ads that make sense. Not only that, the ads are placed in a relevant position on the monitor, making it simple for the prospect to see and react to them.
Gartner’s research results clearly indicate that marketers understand the need to reach prospects and customers in whatever medium the recipient prefers. They are investing in the CRM tools necessary to facilitate cross-media communications. It is now incumbent on print providers to succinctly and simply demonstrate the concept.
Trans-promo as industry jargon has a place---within the print industry. Enough of us understand the concept to ensure that conversations between hardware suppliers, software vendors and printers are meaningful. But when selling the concept to marketers (as well as to your family and friends) keep it simple. Just tell them to think of the Googlization of print.
Join Pete at Gartner's
Print & Imaging Summit, Dec. 2-4, 2007
It’s a whole new world for office and production printing. Those who forge ahead and gain new expertise in today’s breakthrough technologies will play a leading role in their organizations. Those who delay will be left behind.
In December 2007, the world-renowned Gartner print and imaging analyst team will show you how to gain a front-runner advantage. Together, you will explore the exciting convergence of new technologies and strategies that are radically transforming the once-staid print environment into leading-edge profit center.
Visit www.print-imagingsummit.com for details on how to attend or sponsor the Summit.
About Pete Basiliere
Pete Basiliere is Gartner’s research director for print markets and management, conducting research and providing insight on production print and mail systems and applications including best practices, market strategies and technology trends. Mr. Basiliere assists suppliers and end users with practical advice relating to Gartner's Automated Document Facility (ADF 2.0) and customer relationship management (CRM) printing concepts as well as production print and mail operations and security matters. He has spoken at numerous industry events including the On Demand Conference, the GATF Technology Alert Conference and Gartner’s Print and Imaging Summit.
Mr. Basiliere has 30 years of printing and direct mail experience in operations, engineering, customer service and purchasing management, having worked for Liberty Mutual Insurance Company, NEBS, PVA-EPVA, John Harland Company and others. The National Association for Print Leadership (NAPL) published his two books: Diversifying with Mail and Fulfillment Services: Unlocking Hidden Profit Potential and Successful Print Buying: A Guide to the Cost-Effective Procurement of Printing. Mr. Basiliere earned his bachelor’s degree at Bates College and master’s degree at The University of New Hampshire.