| Once there was a time when "one size fit all" when it | | | | detailed testing within a single mailing. |
| came to commercial print marketing. Billboard, flyers | | | | The result was a product that delivered higher ROI |
| and direct mail pieces were all created en masse for | | | | and more customers than once ever thought possible |
| audience that would either connect with the message, | | | | within the medium. It has now become a part of the |
| or ignore it all together. But then a funny thing | | | | industry, and customers who open their mailbox and |
| happened: digital technology came along to | | | | receive direct marketing collateral now expect the |
| revolutionize the industry that seemed to be in decline | | | | materials to be customized for them in some way. |
| thanks to advancements in the field of Internet | | | | The cost of digital printing in the 21st century is another |
| marketing. | | | | reason why the revolution marches on. Printing tasks |
| Commercial printing is now rife with personalization | | | | that were once high in cost and labor can now be |
| options that would have seemed impossible just a few | | | | handled for pennies per unit - and instead of a large |
| short years ago. Take for example, direct mail. The | | | | printing press staff, can be managed by a single |
| direct mail business used to be a bit of a "crap shoot" | | | | person with the click of a mouse. |
| as companies bought their lists, sent out their carefully | | | | The Internet marketing universe has expanded fast |
| thought-out pieces and hoped for the best as they | | | | over the past twenty years. Many so-called experts |
| cast a wide net across their audience. | | | | believed that it would swallow the traditional print |
| Commercial digital printing changed the rules of the | | | | marketing industry whole. However, due to a |
| game by giving businesses the ability to personalize | | | | willingness to adapt with the times, and the dedication |
| their message according to particular variables. So if a | | | | of it's business leaders to develop new technologies, |
| company was reaching out to customers in Indiana, | | | | the commercial print business looks stronger than ever. |
| they could suddenly include offers specific to their | | | | What does the future hold? Look for more direct mail |
| Terre Haute stores and even include a "Go Hoosiers" | | | | collateral that looks like it was crafted specifically for |
| logo stamp on the piece in an effort to boost | | | | each individual recipient. You will see offers and |
| excitement within the state. | | | | promotional codes that can easily tracked for the |
| In addition, testing was given a chance to become | | | | highest levels of reporting. And most importantly, watch |
| more complex with digital printing. Once, creating an A | | | | for a rising ROI from digital commercial printing - as |
| B test took time and money as different pieces were | | | | marketing firms continue to push the envelope of |
| created and mailed out over a long period of time. But | | | | technology and deliver unique messaging methods to |
| with digital commercial printing, variables could be | | | | their clients. |
| altered with ease, allowing companies to performed | | | | |