Printers are today's digital marketing partners
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Printers are today’s digital marketing partners

July 21, 2017

The world of printing has changed dramatically with the onset of digital technology. Variable data printed pieces are effectively “pixels on paper,” and offer the advantages of digital personalization with tangible benefits. Our business development experts work in partnership with clients to ensure data is segmented properly for 1:1 personalization and variable data printing the increase response. There is still so much room for growth, too. Consider this: About three-fourths of marketing executives aren’t using variable-data printing, according to Target Marketing “Marketing Mix Trends Report 2010-2016” reported by writer Heidi Tolliver-Walker at WhatTheyThink.

New products and digital services, like IP Targeting and Reverse Append, extend the client’s reach beyond the printed material and into their mobile and online spaces. This enhances the value of print, especially variable-data projects. Tolliver points out marketers are interested in personalization as a strategy, but seem to favor digital personalization as a process.

It’s digital and direct-mail together

“Seventy percent of respondents are using ‘personalization’ and more than 50% are increasing their investment in it,” she writes. “However, this is online personalization. More than 70% of respondents did not use variable-data printing/print personalization in 2016, and only 11% increased their budgets for it. This means that the market for data-driven printing is only going to get more competitive. Interestingly, just less than half of respondents used personalized URLs and about 15% increased their use of them. In light of the lower numbers for VDP, this suggests that either a significant portion of personalized URLs are being done via email/QR Codes or marketers see this as a category separate from VDP.”

In our perspective, digital and direct-mail marketing are not an either/or proposition. The two can work seamlessly together, as shown by our Reverse IP Append service. This tool captures the IP addresses of website visitors, then appends the household address by matching to offline data sources. Marketers can now respond to the visit by sending a direct-mail piece directly to online individuals.

Imagine, for example, a car shopper is searching online for their next purchase. This consumer can receive, within days, a targeted promotion from a local dealer, offering a test drive, special financing or other incentives while the interest is at its height. This targeted approach creates a seamless consumer experience, and increases conversion.

Contact the data experts at Darwill to find out how we can help your business align with best practices for targeting and for personalization.


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