Cross Media W2P: Future online marketing of print products
Web-to-print (W2P) has been used as a primary marketing tool by thousands of print service providers for the last 10 years. W2P systems are opening a worldwide market for print providers and many of them managed to grow their business tremendously in just a few months.
The main products that are selling with the aid of W2P systems are business cards, holiday greetings, event invitations and photo books. Many of the offline platforms that exist are becoming less popular due to the time it takes to download software when most services are available online and can be accessed easily from mobile or computer devices.
The ease of use and the availability of SaaS web-to-print systems has helped many print service providers start a W2P business, creating a very competitive market. The two most important and effective parts of a successful W2P business are the advertising budgets and customer satisfaction. Bringing new traffic to a website is possible and depends on advertising budgets, but when the products prices are competitive, the profit will come from returning customers. This is the reason that customer loyalty plays the most important role in any business's success.
End-users are trying to avoid member and newsletter registration due to the increasing number of irrelevant emails they might get, and that's where Facebook and Google+ are becoming a main part for creating customer loyalty. This media enables the end-user to choose and "Like" only the type of advertising they wish to see. This way, if they appreciate the services someone provides, the exposure can be super effective with minimal costs.