Like in case of any other technology popular in the world, the success factors of web to print tools also starts with the mention that it is not the mere technology that results in making a difference where it is used. It is the basic idea or solution around which it is used. The most interesting thing about W2P applications is the flexibility they offer to be used in all sizes and shapes by marketers irrespective of whether they are being used by the smallest or the largest of businesses.
In case a marketer plans to fold the various web-to-print solutions in company’s document management and its marketing mix, there are certain critical success factors that are empirical to be known in order to derive maximum benefits out of all the applications.
- The Need to Change Marketing and Document Management Models, Not Only The Ordering Interface
One feature of web to print is the ability to streamline the print ordering process, however if it is believed that this is the only thing to do, the real point is being badly missed here. The W2P applications are capable of not only producing rather revolutionizing the approach towards different document and marketing management and production. This will require adjusting the solutions to offer benefits in your existing models or through changing models to derive maximized advantages. It is not only about taking the print ordering process online or through printing in shorter runs. It goes far beyond.
- Take Maximum Advantage Of All Available Solutions
The initial deployment of web to print solution may be in form of an ecommerce web to print solution for your company that addresses or targets some specific issue however these applications are capable of doing a lot more. Personalized URLs, 1:1 printing, social media integration, integrated email marketing, QR codes, etc. All of these are rather powerful Web2Print tools that allow creation and monitoring of integrated marketing programs. It is advised that full advantage of the full possibilities range be tried out.
- Use Campaign Monitoring and Tracking Functions
Several W2P solutions come with a “Marketing dashboard” option that offers tracking of campaign components in one centralized location. Using the best web to print software, response rates can be watched in real time, success of different channels, test groups and lists can be compared monitored, deriving actual benefits out of them.
- Consider Pricing Based On Bottom Line Impacts
One common mistake that marketers often make is to evaluate web to print cost analysis based on pricing incurred on individual projects or on per piece basis. If short term investment is considered only, the cost will always seem high however of the analysis is based on long term investment, analyzing all gains received and bottom line growth is calculated, web to print solutions will prove t be less costlier and more beneficial.
- Integrate W2P With Existing eProcurement and ERP Systems To Derive Maximized Cost Saving Advantages
Administrative savings derived from W2P solutions can be incredible, at times even beyond document management savings costs.
- Pursue A Holistic Approach Towards Investment In W2P
If it is decided that a new investment will be made in instigating a new document managing system, it is advised that the level of commitment to the system be extended through adding in extra changes that support the new W2P project.
- Plan The System Keeping Future Needs in Mind As Well
Whenever a company anticipates the kind of W2P solution required by it (either in form of outsourced, in house, volumes or functionality based) it is essential that not only current requirements be judged, rather future needs be assessed as well and accordingly a decision be taken. Analyze what will benefit you in future; plan at least a year to five years ahead of today at least.
- Once the W2P Decision Is Taken, Implement A Plan And Execute A Complete Buy In
Just the decision of employing W2P solutions will not lure in customers for you. Once you have implemented the solutions and applications, its time to devise a plan to bring users towards using that system. Companies are seen to use web to print forum or focus groups, training programs or get users and employees to test the system and offer feedback on the system based on which future implementation or changes are decided. Remember no one approach works for all, so marketers will need to research in ways that benefit them the most. Also remember that the more the W2P system is used, the better its uses are known.