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Understanding Vertical Markets: Enterprise Communication Requirements
• Target ingvert ica l markets is asol idbusinessstrategythatdr ivesresults
• Understandingcommunicat ionrequirements inkeyvert ica ls i s acornerstoneforsuccess
• F indouthowneeds inkeyvert ica l marketsarechangingandwherethereareopportunit ies
A Questex Company
Business Development Strategies
Listen Now
IntroductionThecompet i t ive landscapeofthepr int ing industry
is oftenharshandunforgiv ing. Target ingspecif ic
vert ica l marketsandestabl ishing leadership inthem
is becomingasol idbusinessstrategyformanyf i rms.
S implyput, vert ica l market ing is developingproducts
andserv icesthataretargetedtowardaspecif ic
industry. Moreandmoref i rmsareseekingthe immense
benefitstargetingspecificindustriescandeliver, suchas:
• Ident i fy ingprof i tableniches
• Uncover ingunf i l ledmarketneedsorgaps, and
f i l l ingthem
• Pos i t ioningasaproviderwithadeep industry
knowledge
• Enhancingcredibi l i ty anddr iv ingsa les
Customerswantpartnersthatunderstandtheir needs
andthemarketsthattheyserve!
Vert ica l market ingoffers manybenef i ts , however
thecornerstonesofsuccessful execut ion, thoughtful
marketanalys is anddevelopmentofther ightbusiness
focusandstrategies is noteasy. Ownersandmanagers
must:
• Prof i le avert ica l market, then ident i fy and
pr ior i t izekeymarket inf luencers ineachvert ica l
industry
• Ident i fy, qual i fy, andpr ior i t izethevert ica ls that
wi l l del iver thehighest returnon investment
U n d e r s t a n d i n g V e r t i c a l M a r k e t s :
E n t e r p r i s e C o m m u n i c a t i o n R e q u i r e m e n t s
• Def inecommunicat ionproducts, serv ice
offer ings, andre latedvalueproposit ionsthat
dr ivecompel l ingcustomervalueandf inancia l ROI
forabusinessand i ts customers
Project Objectives
• Prof i le communicat ionserv icerequirements (pr int
andonl ine) across10differentvert ica l industr ies
intheU.S.
• Focuson largeenterpr iseswith500+employees
• Quant i fy spendingbykeyappl icat ionareaand
mediatype
• Ident i fy sourc ingpreferencesbyappl icat ionand
mediatype
• Assessprocessforse lect ingproviders
• Ident i fy strategiesandrecommendat ionsfor
businessgrowthbymarketandappl icat ion
• MarketSegmentCoverage:
o Automotive*
o Educat ion
o F inancia l Serv ices
o Government*
o Insurance
o Healthcare
o Hospita l i ty
o Retai l
o Manufactur ing
o Telecommunicat ions
* Addedthesetwobonusmarketsegments to the surveydatasample.
• Ident i fy currentandfuturecommunicat ion
spendingacrosskeyserv iceareas:
o Pr int ing
o Creat iveanddes ign
o Var iabledata
o Dataanalyt ics
o Internet
o E-mai l market ing
o Socia l media
o Mobi leMarket ing
o Mai l ingandfulf i l lment
o Mater ia ls Warehousing
• Examinemarket-def in ingtrends inc luding:
o Shift toe lectronicdocumentdel ivery
o Shift f romoffset todigita l pr int
o Adopt ionofvar iabledatapr int ingprograms
o Adopt ionofe-mai l , mobi le, andsocia l mediamarket ing
o Useof internal vs . external pr int ing / useof partners
o Useofoutsourc ingproducers
o Useofs inglesourceproviders
o UseofWebtoobtaindocumentsand cross-mediaserv ices
o Channel preferencesforspecif ic typesof communicat ions
Who Should Subscribe
• Pr int serv iceproviders inc ludingcommercia l ,
quick, f ranchise, statement, anddigita l pr inters
• Documentoutsourc ingserv iceproviders
• Cross-mediaandmarket ingserv icescompanies
• Businessprocessoutsourc ingcompanies
• Publ ishers
• Direct mai lers
• Pr int brokers
• Equipmentmanufacturersserv ingthepr int ing
industry
Research Methodology
• Web-basedsurveysofexecut ivesanddecis ion-
makerswithineachvert ica l
- 75to125pervert ica l
- Surveysample inc ludesamixof jobt i t les
inc ludingVPs, d i rectors, funct ional owners,
andmarket ingexecut ives
• In-depth interv iewswith16communicat ionsand
mediapurchas ingdecis ionmakersand inf luencers
• Deskresearch
Analysis & Project Deliverables
Studysubscr iberswi l l receive:
• Execut ivesummarywithkeyf indingsand
recommendat ions
• Summaryof interv iewswithkeydecis ionmakers
acrossmarkets
• Researchcharts
• PowerPointsummarys l ides
• Excel f i le of surveydatabyvert ica l
• Datacross-tabulat ions
• InfoCastrecordingofresearchf indingsfortheir
internal use
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i ts ongoinganalys is of thedigita l imaging industry.
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Subscription includes:
Execut ivesummarywithkeyf indingsandrecommendat ions x
Researchcharts x
Excel F i le of SurveyDatabyVert ica l x
Datacross-tabulat ions x
ResearchCharts x
InfoCastRecordingofResearchF indings x
Interv iewsummary
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Understanding Vertical Markets: Enterprise Communication Requirements
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For more information, join Lisa Cross as she discusses how this study will take a look at the way in which needs in key verticals are changing and where there are opportunities. Listen Now
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