Abstract
This IDC study discusses how transpromotional print is on its way to becoming
reality, albeit at a gradual and measured pace. Transactional printing has
typically been regarded as a profitable but mature market segment with little
opportunity for growth. However, this market is set for change.
"Moreover, the transpromo market reflects a real change in how enterprises will
market to customers. Integrated communications is becoming a reality; the
adoption of integrated marketing campaigns has arrived. This in turn means that
the value chain underpinning high volume customer communications, printed or
electronic, inevitably becomes more complex." - Riley McNulty, research
manager, IDC Production and Large Format Markets
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