To All XMPie Customers, Partners and Resellers
Adobe recently communicated a strategic decision to accelerate their shift to Creative Cloud (CC) solutions. With these latest announcements some of our customers have had questions regarding the ability of XMPie products to continue to integrate seamlessly with the Adobe Apps. With the introduction of Creative Cloud, Adobe has effectively launched a new software versioning and licensing system. The purpose of this communiqué is to offer some clarity regarding this new model of software delivery and how it may impact XMPie customers.
Adobe Continues to Support CS 6
Currently Adobe is continuing to sell, support, and maintain CS 6 in their traditional “pre-cloud” mode. Therefore, we want to reassure you that Adobe’s move to CC does not currently impact your ability to use our software together with theirs, if you are using CS 6 and XMPie version 6.0 or higher.
Some General Facts on Creative Cloud
Adobe CC has been in the market for a year now and thus far, we have found no negative impact to our customers. Although these are “cloud-based” Apps, Adobe CC members still download, install and run them as desktop applications on their hard drives. The current version of CC is, in fact, CS 6, so again – there should be no impact to our customers, even if they choose to use the new Adobe CC.
We are aware that going forward, Adobe software updates will be more frequent. As was the case with all new versions of Adobe CS software, XMPie will endeavor to keep a cadence of releases that will enable customers to take advantage of more frequent CC updates, while still assuring a high level of integrity and reliability with the XMPie software suite.
The Adobe InDesign Server software, which is included with some of our server-class products, is compatible with the currently shipping version of InDesign, InDesign CS 6. When InDesign CC becomes available, we will continue to coordinate with Adobe with regard to handling compatibility.
It is worthy to note that updates of the Adobe CC software are not automatic. As customers use CC software, they will occasionally receive Adobe notifications that a newer version is available and it will be up to the users to decide whether they want to download it or not. XMPie will find the right mechanism to inform customers whether a new version is supported or not. An advantage to the new CC is that downloading a newer version does not eliminate or disable the previous software version.
Our Commitment to Customers
The latest Adobe strategic announcements have been kept confidential, hence we, and you — our customers, partners, resellers — heard of the change at the same time. Therefore, there could not have been any preparatory action or communication from us to you, prior to their statements.
That said, we are continuing to keep on top of all the possible implications of Adobe’s announcement. With our strong Adobe partnership, and deep commitment to our customers, we are confident that XMPie will be able to adapt to this new model of software delivery and continue to assure a high level of customer satisfaction.
By Judy Berlin, worldwide marketing manager, XMPie, A Xerox Company
There’s no doubt that reaching consumers in today’s Information Age requires new techniques – and a major shift from mass marketing to direct marketing has occurred. It used to be sufficient to advertise your business anywhere and everywhere, hoping that people would notice you and that your hard work would pay off. But actually, this “spray and pray” method of marketing made us move away from personal interactions and is no longer effective, as people are starting to expect one-to-one communications again. Why? They are simply bombarded by information, so they tune out the messages that are not relevant to them and their specific interests. Taking into account not only what consumers want, but also providing it at the precise moment when they want it, can lead to greater brand awareness and sales.
Although this type of individual attention seems a daunting task in today’s fast-paced, digital environment, it is possible and even practical to scale this business wisdom and efficiently apply it to the masses. Because in addition to broadcast media, technology and other channels now exist (i.e. digital printing, email, Internet, mobile, social media, variable data and cross-media software, data mining, analytics, etc.) that enable you to engage in ongoing, one-to-one communications with each of your customers.
Take variable data printing (VDP) for example. VDP, as defined by worldwide document technology strategy and consulting firm, InfoTrends, is a form of on-demand digital printing that produces customized or personalized documents targeted to an individual. Within a single document design, elements such as text, graphics, and images are changed from one printed page to the next based on recipient information from a database.
Many print service providers (PSPs) are providing some type of VDP service and have been for quite a while. It is not something new, but it has come a long way. A VDP solution from a leading software provider like XMPie, allows PSPs to work with familiar design tools and file formats, and utilize simple data files, to incorporate all the demographic, geographic, and psychographic information they know about their customers (i.e. name, address, occupation, age, gender, interests, hobbies, spending habits, etc.) into their direct mail campaigns in clever, relevant ways that get noticed. InfoTrends research and existing case studies confirm that doing so yields higher margins, creates new revenue streams, and drives more volume to digital presses.
But what’s even more exciting to consider is that more and more PSPs are extending their personalization knowledge and capabilities to other channels, such as websites, email and mobile messaging. The key is to start with what you know and grow from there. Clearly, you need to have a foundation in VDP before jumping into the more advanced cross-media capabilities. But if you realize that this is where you need to go, and are willing to make the right investments in technology, people, and possibly partnerships or acquisitions, there are few limitations on what you can sell and deliver to customers.
By Judy Berlin, director of Worldwide Marketing, XMPie, A Xerox Company
The Internet and mobile communications through smartphones, and ever-more-popular Apple iPads and tablet computers, are altering the landscape of the commerce world. Add social media to the mix and one can see a dramatic empowerment of the individual to influence brands in both positive and negative ways. We also know that customers today are more inclined to use the Web to research and evaluate products and services through mobile and online networks, and this increased role of e-media in the buying process is taking place across all industries.
Does all this mean that print is no longer relevant?
As the director of Worldwide Marketing at XMPie, A Xerox Company, I often receive promotional mail pieces from a variety of sources. The other day, Arie, our IT manager, handed me a mail piece he had received from a most surprising source. Google – the icon of advertising in the online world – sent me a printed coupon with an offer of 200 shekels off a Google Adwords campaign for our company website. Now, if you think about it, despite the fact that Google has a relatively easy-to-implement means of getting their message to us online, they chose to also send a traditional mail piece with a pretty good offer. This is because Google cleverly understands the value of print.
Research shows that print is still a vital component, and when included in an integrated, one-to-one cross-media marketing campaign, it is a force multiplier that generates much better results. In fact, according to Infotrends, marketers today understand this and will, on average, utilize at least three different media types for their campaigns – including print. The winning combination consists of a print component, email, and personalized landing pages, and actually proves to be the most profitable.
Mastering the technologies around online components of a marketing campaign is definitely important, but the value of print as a driving media channel should not be ignored. As mobile and social communications become ever more prevalent and accepted in modern marketing tactics, marketers and their service providers that can reach customers with the right personalized message, using the preferred media channels, including print, will win.
There are many thought-provoking success stories that can be attributed to campaigns that involve personalized publishing, but here’s one that was sponsored by the England’s Department of Health that has made a definite positive social impact.
The British government announced Change4Life, England’s first and the world’s most ambitious social marketing campaign aimed at reducing rising levels of childhood obesity.
Lateral Group used XMPie® and the Xerox® iGen3® 110 Digital Production Press paired with a CX Print Server powered by Creo® to achieve the objectives of Change4Life - to motivate families at risk of obesity by encouraging them to respond and engage in long-term behaviour changes.
To help them with this important program, Lateral Group created a compelling “How Are The Kids” package, printed on recyclable stock certified by the Forest Stewardship Council, which included a Handbook for Healthy, Happy Kids, a personalized action plan, and a Change4Life calendar with activity stickers for families to easily track their day-to-day progress. The personalized packages were produced as a result of responses to quesionnaires that were submitted.
You can read more about this Xerox Best-of-the-Best contest winner at http://www.xmpie.com/change4life
Birmingham’s weather has been surprisingly nice for IPEX. Unfortunately, we haven’t had any free time to enjoy it! The XMPie exhibit has been filled wall-to-wall with people since the show started on Tuesday and our resident experts have been tied-up giving back-to-back demonstrations. Attendees have even been stopping in their tracks in the corridors to listen to presentations, which has caused quite the traffic jam.
The XMPie Advantage playground has proven very popular with attendees interested in getting some hands-on experience with personalization. The roaming uPrint Mobile demonstration showing how to create personalized greeting cards using an iPhone and a local printer is also creating a buzz around the show.
With IPEX half over, we are looking forward to four more busy days. So, if you haven’t been by to see our exhibit, stop by Hall 7 to see us!
With the explosive popularity of social media networks like Facebook, Twitter, LinkedIn, and other such sites in recent years, it has become clear that the new model for business communication is in the dialogue and not the monologue.
CMO’s are quickly realizing that there is no longer a place for the simplistic, one-way conversations that marketing practitioners have depended upon so heavily in past. We all know there is a sophisticated sector of digital baby boomers that will soon become the major consumers of tomorrow. We will have no choice, but to participate in this playground of interactive digital content, if we want to survive.
With this fundamental shift in consumer behavior, the need for one-to-one personalization in traditional marketing communications is more acute than ever. The clever integration of technology, creative content and personal interaction is that powerful combination that will allow us to redefine the way we communicate.
We all agree that the conversations need to be customer-centric and authentic. But therein lies the dilemma. As much as we would like, in most circumstances it is simply not logistically possible for companies to reach out to each individual customer, one-on-one. And this is where technology can help. The idea of ‘one-to-one’ is really ‘one-to-many,’ where each one thinks that they are the only one.
So the real question is – how do we efficiently manage individual conversations and interactions, along both axes of time and media? It’s not simple and many companies are wrestling with this “cross media” challenge.
One significant clue is that we see time and again, that an integrated solution for one-to-one publishing is critical to achieve a successful cross-media strategy. The holy grail of cross-media publishing is the ability to communicate with consumers across the spectrum of print and digital media channels with consistent messages that are relevant to the individual recipient in terms of content, presentation, timeliness, and channel.
Only an integrated system could provide the overall event-tracking , analysis and feedback loop capabilities needed to set the stage for an improved dialogue with targeted messages. In today’s customer-centric environment, no marketer should settle for anything less.