In the eight years since the advent of digital color printing, the technology has dramatically improved print capabilities offering faster turnarounds, cost-effective short runs and increasingly sophisticated personalization options. Currently, only about 23 percent of U.S. commercial printers provide digital printing services, but industry experts predict that number will rise dramatically to meet the higher customer expectations fostered by digital printing.
From trial and error to tried and true
Digital printing has passed the early trial-and-error days when the technology was in its infancy. Today, best-of-breed equipment and software have been proven in the field, and digital printing has allowed the industry to provide customers with valuable services that go far beyond the printing itself.
Playing well with others
One of the most important new benefits digital printing offers is the increasing ability to interface with your company’s other marketing technology tools such as Web-based digital asset management systems and campaign management tools, as well as business intelligence software and traditional graphics programs. The capacity for automated Web connection provides easy access to printing services for both marketers and their representatives in the field, plus speedy delivery and a variety of customization options.
Becoming a one-stop shop for direct marketing
As a result of the ability to link digital printing with other digital technologies, marketers now have access to one-stop shopping for direct marketing materials. Firms like First Marketing can provide a full spectrum of services from creation of compelling marketing materials and segmentation analysis to determine target audiences, to print-on-demand production, fulfillment and distribution of materials. In addition to print materials, e-marketing materials such as e-mail messages can also be made available for personalization
and Web distribution.
Going green
Consumers today are expressing increased concern about protecting the environment, and they are putting their buying power behind "green" companies. Digital printing as a technology is more environmentally friendly, primarily because of reduced paper waste. Where traditional presses can produce an average start-up waste of 600 sheets per print job, there is very little wasted paper with digital printing, rarely more than 20 sheets per job. Less wasted paper means less wasted energy and environmental resources such as trees.
"Early on, our company recognized that digital printing is a cost-efficient way to increase response rates for our customers," says Victor Hair, Vice President, Sales and Marketing. "Both the potentially higher ROI and the ‘green’ advantages of digital print are driving continued growth. We expect to see leading companies in every industry utilizing digital printing to positively impact their bottom line." 
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