Marketing or managing potential for variable data printing remains to be tapped
REVIEW: When faced with one-on-one marketing campaigns, having a strong database and a clever approach will be an important guarantee of success. Many print service providers and marketing service providers have already adopted variable data printing in many ways, but there are still many possibilities.
Nowadays, personalized services and related marketing activities are continuously successful, and variable data printing business has become the focus of everyone's attention. A highly-regarded new market is being born. Concerned about this market, not only print service providers, but also marketing service providers, they provide greater imagination and space for variable data printing by providing high-value, targeted marketing activities. More importantly, they are You can use different channels to generate and monitor results, which investors value most.
The potential has not been fully utilized in the printing market. Variable data printing can set expectations and extract data to successfully promote marketing activities. This makes the possibilities endless. Marketing service providers have begun to use variable data printing to achieve a one-to-one marketing market. "Some people think that a personalized brochure is sufficient if it can reflect the customer's name. This is not the case," said Karen L. Dewolf, vice president of sales for interlinkONE.
In fact, what really prompted the marketing campaign? Simply put, it is the customer experience. "Most of today's marketing cases are designed to meet the needs of customer experience. For print service providers and marketing service providers, these are the on-demand solutions they need to provide to their customers," said GMC Software Technologies Vice President. President Richard Lloyd said.
In fact, the application of variable data is very extensive. However, at least for the moment, it is still far from fulfilling its full potential. There is still a great chance.
Wilson, the chief executive of Cendix, suggests that print service providers or marketing service providers should use tools to make personalized services widely available. In addition, in terms of technology, such as network printing, users can easily place orders and keep abreast of the progress of the work, and suppliers need to create more perfect overall solutions for this purpose. In a word, taking full advantage of personalized related technologies, variable data personalized printing can create more value for customers.
But at present, printing suppliers and marketing service providers are uncertain about how to apply their variable data printing tools. "At present, some service providers have indeed realized these problems, but many other companies do not know." De Wolfe said. Sabir Melamed, Xerox’s product marketing manager, believes that many service providers have been providing multiple types of variable data printing services for some time. “This is nothing new. It actually has existed for a long time. ".
The beginning of personalized marketing Shirley Sweeney, head of Xerox's commercial printing and direct mail marketing services, pointed out that variable data printing has reached a new level of application in the market. In the past it was only a simple application. It just provided the customer's name, company relationship or recent spending situation. Maybe at the time it was enough to attract people's attention. But today, it is not only "better to have," but it must be. "If there is no personalized form, perhaps consumers will not even give you a communication opportunity," she said.
Today's software tools create many possibilities for us, such as the ability to combine all relevant customer statistics, geographic location, and personal preferences in order to apply it to direct mail marketing in a more intelligent way. “However, what is even more exciting is that more and more printing service providers and marketing service providers are constantly expanding their understanding of personalization and applying it to other more diverse channels, such as the Internet and electronics. E-mail and SMS," Melamed said.
Meramide believes that the most critical thing is to keep learning and start operations immediately. "It is very clear that you must have a certain foundation in the field of variable data printing before you cross over to a more advanced multimedia platform, but if you realize that this is where you need to go, and you are willing to recruit on this technology Talent, looking for partners, and investing, then there aren't too many restrictions on how you can successfully partner with your customers."
When faced with one-on-one marketing campaigns, having a strong database and a clever approach will be an important guarantee of success. "Send brochures with beautiful shoes to women who like to shop, and send a brochure with photos of beautiful lakes to men who like fishing." De Wolff said. He believes that variable data printing is not to make the brochure more personalized, but to clearly understand what makes consumers make final purchase decisions and how suppliers can use it most effectively.
Variables come from data management Many print service providers and marketing service providers have adopted variable data printing in many ways, but there are still many possibilities. Making full use of data will allow us to go deeper. Many service providers do not give full play to their data management capabilities, which may leave the possibility of missed opportunities. Collecting and using data is a crucial step. Finding ways to make ideas effective is another skill. As service providers become more accustomed to one-on-one marketing, data management makes their marketing services more efficient.
Melamed said: "The variable data printing has a relatively high profit despite its low output. Compared with the traditional printing business with a larger output, the company's output is low but it can still obtain high profits."
Improve profit margins, improve business databases, and when we can realize the full potential of variable data printing, it will provide an opportunity to connect with our customers more closely. "Because of today's technology, we have the ability to provide more extensive solutions to our customers, thereby helping them solve even greater difficulties while increasing their value and stronger relationships. However, we should also firmly Remember another important factor - training, sales people need to understand what is possible, how to identify opportunities, and then sell valuable services. These are very different from traditional commercial printing," Wilson said.
Summary: Of course, many print service providers or marketing service providers currently do not have the ability to use variable data printing technology or have no need to adopt it. At least not yet, because the traditional printing business has not been completely replaced. At this time, the decision-makers of printing companies need to grasp the market conditions and choose a path suitable for the development of the enterprise.
Nowadays, personalized services and related marketing activities are continuously successful, and variable data printing business has become the focus of everyone's attention. A highly-regarded new market is being born. Concerned about this market, not only print service providers, but also marketing service providers, they provide greater imagination and space for variable data printing by providing high-value, targeted marketing activities. More importantly, they are You can use different channels to generate and monitor results, which investors value most.
The potential has not been fully utilized in the printing market. Variable data printing can set expectations and extract data to successfully promote marketing activities. This makes the possibilities endless. Marketing service providers have begun to use variable data printing to achieve a one-to-one marketing market. "Some people think that a personalized brochure is sufficient if it can reflect the customer's name. This is not the case," said Karen L. Dewolf, vice president of sales for interlinkONE.
In fact, what really prompted the marketing campaign? Simply put, it is the customer experience. "Most of today's marketing cases are designed to meet the needs of customer experience. For print service providers and marketing service providers, these are the on-demand solutions they need to provide to their customers," said GMC Software Technologies Vice President. President Richard Lloyd said.
In fact, the application of variable data is very extensive. However, at least for the moment, it is still far from fulfilling its full potential. There is still a great chance.
Wilson, the chief executive of Cendix, suggests that print service providers or marketing service providers should use tools to make personalized services widely available. In addition, in terms of technology, such as network printing, users can easily place orders and keep abreast of the progress of the work, and suppliers need to create more perfect overall solutions for this purpose. In a word, taking full advantage of personalized related technologies, variable data personalized printing can create more value for customers.
But at present, printing suppliers and marketing service providers are uncertain about how to apply their variable data printing tools. "At present, some service providers have indeed realized these problems, but many other companies do not know." De Wolfe said. Sabir Melamed, Xerox’s product marketing manager, believes that many service providers have been providing multiple types of variable data printing services for some time. “This is nothing new. It actually has existed for a long time. ".
The beginning of personalized marketing Shirley Sweeney, head of Xerox's commercial printing and direct mail marketing services, pointed out that variable data printing has reached a new level of application in the market. In the past it was only a simple application. It just provided the customer's name, company relationship or recent spending situation. Maybe at the time it was enough to attract people's attention. But today, it is not only "better to have," but it must be. "If there is no personalized form, perhaps consumers will not even give you a communication opportunity," she said.
Today's software tools create many possibilities for us, such as the ability to combine all relevant customer statistics, geographic location, and personal preferences in order to apply it to direct mail marketing in a more intelligent way. “However, what is even more exciting is that more and more printing service providers and marketing service providers are constantly expanding their understanding of personalization and applying it to other more diverse channels, such as the Internet and electronics. E-mail and SMS," Melamed said.
Meramide believes that the most critical thing is to keep learning and start operations immediately. "It is very clear that you must have a certain foundation in the field of variable data printing before you cross over to a more advanced multimedia platform, but if you realize that this is where you need to go, and you are willing to recruit on this technology Talent, looking for partners, and investing, then there aren't too many restrictions on how you can successfully partner with your customers."
When faced with one-on-one marketing campaigns, having a strong database and a clever approach will be an important guarantee of success. "Send brochures with beautiful shoes to women who like to shop, and send a brochure with photos of beautiful lakes to men who like fishing." De Wolff said. He believes that variable data printing is not to make the brochure more personalized, but to clearly understand what makes consumers make final purchase decisions and how suppliers can use it most effectively.
Variables come from data management Many print service providers and marketing service providers have adopted variable data printing in many ways, but there are still many possibilities. Making full use of data will allow us to go deeper. Many service providers do not give full play to their data management capabilities, which may leave the possibility of missed opportunities. Collecting and using data is a crucial step. Finding ways to make ideas effective is another skill. As service providers become more accustomed to one-on-one marketing, data management makes their marketing services more efficient.
Melamed said: "The variable data printing has a relatively high profit despite its low output. Compared with the traditional printing business with a larger output, the company's output is low but it can still obtain high profits."
Improve profit margins, improve business databases, and when we can realize the full potential of variable data printing, it will provide an opportunity to connect with our customers more closely. "Because of today's technology, we have the ability to provide more extensive solutions to our customers, thereby helping them solve even greater difficulties while increasing their value and stronger relationships. However, we should also firmly Remember another important factor - training, sales people need to understand what is possible, how to identify opportunities, and then sell valuable services. These are very different from traditional commercial printing," Wilson said.
Summary: Of course, many print service providers or marketing service providers currently do not have the ability to use variable data printing technology or have no need to adopt it. At least not yet, because the traditional printing business has not been completely replaced. At this time, the decision-makers of printing companies need to grasp the market conditions and choose a path suitable for the development of the enterprise.
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