Print service providers are drawn to digital printing because of its faster turnaround time, lower costs, and efficient printing of customized marketing materials. It also enables very small print and customers can modify the end-product design for every print.

Digital print is being used to print counterfeit proof labels, signage, promotional messages, books, and customized newspapers more and more. To marketers, it is an excellent way to build greater equity for their brand. The biggest advantage of digital printing is that it needs no change of plates and one can alter the data for each label at a minimal cost. Massive growth in digital printing technology is motivated by the emergence of new applications such as transpromotional materials, photo books, labels, and custom publishing. Info Trends research shows that 10.6% of total transaction document volume was printed in full digital color in 2002.

Its software rose to 23% in 2005 and is projected to reach 33% by the end of the decade. Digital color presses are a key enabling force driving the transpromotional market. Transpromo is the blending of promotional messages into transactional documents and is fast catching up among print service providers. Marketers striving to break through the clutter of marketing messages are increasingly leveraging statements and other transactional documents as a marketing platform.

Tags: digital printing

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