by Jim Derochea - Marketing Communications, Solutions, Multi Channel Guru
Well, the term “Web-to-Print” (W2P) certainly seems to be outdated, though the technology is here to stay, in one form or another. It is a similar dilemma that “Print Buyers” and related fields and associations have been faced with over the last several years. Attempts to re-brand themselves with a more apropos moniker over the last several years to better reflect the inclusion of multiple communication channels have not proven fruitful…yet. In fact, I know of many “Print Buyers” who, despite having re-invented themselves as gurus of Multi Channel deployment, have been displaced during economic downsizing in large part because of the stigma attached to the word “Print” in their job title and the need for these companies to seek less expensive forms of communicating. Ironic! But that’s a story for another day.
As for W2P, I have been referring to the acronym, W2P as WEB-TO-PUBLISH, the last several years, just as I have referred to VDP as VARIABLE DATA PUBLISHING, rather than Variable Data Printing. I believe that the term, “publishing” has evolved and has been accepted in the industry, to now encompass most types of deployment, including deploying email, posting to web as well as print.
Of course, there are still many otherwise knowledgeable communication specialists and leaders out there who get confused when someone suggests W2P as a solution to provide their constituents with access to digital content/information because they still think of W2P and VDP as “Print” solutions only.
So, its up to all of us to spread the word, because WEB-TO-PUBLISH tools are only going to become more prevalent in this economic climate of fiscal awareness, along with the current pressure for companies to “Go Green!”
Jim Derochea
The cost savings from not having to use a designer and/or ad agency alone makes W2P justified. Add to this, the ability of allowing your partners or resellers to go online, upload a list, print and mail a promotion with their own information - all within brand - and you have the ability for your entire channel to publish content and become ambassadors of your brand! Sure, it's green, but it also save money big time, eliminates waste and allows your company to become the publisher of organically produced materials while still maintaining brand control. Plus, with a W2P portal, your go-to-market time internationally goes from weeks and months to a couple days! Even a large company can become nimble and responsive to international market needs... It's such a no-brainer. Plus, you can house digital assets like charts, graphs, white papers, PowerPoint presentations, email templates, and much more for immediate access by your salesforce and channel.
ReplyDeleteEvery implementation of W2P saves literally hundreds of marketing hours for every client we've done it for. Plus, the usage of the tool by a given region always runs in direct correlation to sales. Not surprising that regions who order marketing materials and download knowledge are more successful that regions and sales offices who don't...
Jonathan Ward
Nu Graphics, Etc. Inc.
www.nugraphics.com
Thanks Jonathan!
ReplyDeleteI am a firm believer in the power of W2P, especially integrated W2P tools when companies implement numerous tools to various constituents.
Some Marketers seem to shy away because they think W2P refers to mainly Print or that they have to enlist various tools to cover the entire channel spectrum, but if they do their homework, they will see that W2P (Publish) solutions today truly allow PUBLISHING across all channels. And...the savvy printers that are staying ahead of the curve by the inclusion of full channel deployment in their W2P technology solutions, will be the one's that will flourish in the upcoming years.
Jim Derochea
Jim, you kit the nail on the head! It's interesting because for a long time now I have been VDP = Variable Data Publishing however had not done that with W2P.
ReplyDeleteYou are correct that the real value in these tools is not just print but the unification of brand standards and the easy of implementation across all media channels.