Back to Basics - Definition of On Demand

I was reading today about the definition of "on demand" as it relates to the printing world. It seems about 60-70% of current print jobs are considered to be “on-demand”; requiring less than a standard turnaround (I believe that used to be called a Rush Job)...and an estimated 75% of short runs of 4-color work already average fewer than 2,500 pieces. I need a concensus of the numbers to "ratify" the definition...please.

Question one: What is the timeframe for "standard turnaround" time?
Question two: What is the turnaround timeframe to be considered "on demand"?
Question three: What is the average number of pieces in an order to be considered "on demand"?

Looking forward to hearing what you think!

Can a paper napkin become MoD?

I recently saw a print ad appearing in Sweden’s Metro newspaper that applied the creative concept of using a napkin... just a napkin...to make a BIG statement about a juicy hamburger. When a marketer decides to utilize an object, such as a napkin, in their print ad, they offer another sensory tool besides just sight...that being touch. How does that medium play into the MoD concept? How are we able to mimic that physical "object" in other MoD mediums? It's a fairly simple question. I'm looking for a thought-provoking answer...Let's hear one please.

What Does True MoD Look Like?

Does MoD mean allowing a marketer to launch;
a.) a one-off marketing media (direct mail only) campaign or;
b.) a campaign combination of integrated marketing media (direct mail+email+print ads)?

I recently read a study by Bigresearch. They are a consumer intelligence firm providing analysis of behavior in areas of retail, financial services, automotive, and media. They have this service called the SIMM (Simultaneous Media Survey) that monitors more than 15,000 consumers twice each year. They also conduct the Consumer Intentions and Actions Survey (CIA) which monitors the pulse of more than 7,000 consumers each month. That plug being given, they recently released a study called, "BIGresearch’s SIMM 11: New Media Continues to Grow in Influence to Purchase". It's full of interesting statistics about New Media and it's impact on purchasing across different ethnic groups.

The study seems to show the first example of MoD. It doesn't show how the results would increase (or decrease) if a campaign of integrated marketing media was used. Does it matter? You tell me...

MoD and Sunday Paper Ad Inserts

OK... here's a different twist.

I took the Sunday ads section, you know, the one with all the consumer electronics and food advertisements, and counted how many of those ads had any type of cross-media marketing.

Here's what I found:
Out of the 16 advertisement inserts, eight (50%) had their web site address on the front page of the ad insert, five (31%) had their web site address on an inside page of the ad insert BUT NOT on the front page, one had a toll-free number to call (along with the web site address) to find out where the closest store was to be found and three (19%) had absolutely no cross-media marketing.

Perhaps if there was an easier way for the advertiser to access other MoD applications they could impact their response rate in a positive fashion and tie it to revenue generated. These ads weren't just brand building, they were trying to get the consumer to buy something specific. Why didn't they utilize other on-demand applications?

Do you think making it easier for the advertiser to access and launch other MoD applications is the responsibility of the advertiser or the newspaper that delivered the ad? Tell me what you think...

Impact of MoD on HR Allocation?

So...I've heard some discussion that MoD can impact HR allocation (i.e. jobs). The Marketing department could theoretically lose some pawns off their chessboard. In the print producer environment, the pre-press jobs could be "reallocated" to other areas of the organization. Of course, that's assuming the on-demand workflow solution is robust enough to eliminate the human touch factor. When a technology hits mainstream Corporate America that clearly helps the revenue driver (that would be the customer), you can imagine the trickle down effect it would have on the rest of the organization that depends upon that revenue driver for milk and eggs.

Then again...I could be wrong. What have you seen out there?

The "Going Green" Marketing on Demand Machine

OK...I keep hearing about "Going Green" in the print and graphic art industry. How does MoD fit in with this "Green Machine"? Using other on demand mediums besides print could obviously save a tree and reduce "global warming", I suppose, assuming you believe in all that buzz (again I ask, what is the definition of buzz?). If you stop using PRINT on demand and start using email blasts on demand, that should help the trees, I suppose. Then again, the question needs to be asked, "how many emails are actually printed out on paper? Hmmmm....?

What do you think about all this "Going Green" and its effect on MoD?

Saw a great article...

The post-ON DEMAND Conference editorials are always full of interesting ideas and opinions. I saw a great article in www.whattheythink.com. Barb Pellow, Director at InfoTrends, writes in her recent article, It’s a “My Media” World and Equipment/Software Providers Get It! , "From a software perspective, traditional Web-to-print is being transformed from a storefront concept to the much more robust concept of multi-channel Web services." I ask the question, does "multi-channel Web services" equate to Marketing on Demand? What do you think?

Opening thoughts

This blog was borne out of the need to clarify where the evolution of marketing is headed. So much static in the industry. Definitions need clarifying and buzz-words need definition. This blog will be deemed a success if all walks of Marketing life contribute; ad agencies, graphic artists, direct mail shops, schools of higher education are but a few of those organizations and institutions we hope will add their breathe of knowledge. The door is open...