Recently, I addressed a question I was asked about the status of digital print applications in the marketing mix. To what extent had the industry embraced them? In Part 1, I answered the question from the service provider perspective. Now, I want to look at it from the end user perspective.

We know that marketers are increasingly embracing applications such as Web-to-print, 1:1 printing, and personalized URLs. But to what extent? It’s hard to say for sure. What we can say is that the cross-section of vertical markets being represented in case studies, the trade media, and the broader trade discussion is widening. We are also seeing reports from smaller and mid-sized companies about successes with these campaigns. These are very encouraging signs.

When I talk to printers privately, however, they say that, other than print on demand, digital printing applications are still a tough sell. Marketers have been exposed to them sufficiently to understand the basics, but embracing the applications for themselves is another story. It’s always easy to recognize the benefits of something when you don’t have to plunk down your own cash.