The Value Of Personalised Print In Direct Marketing
The Value Of Personalised Print In Direct Marketing Computers The value of personalisation in marketing has been demonstrated many times. Study after study shows that consumers respond more readily to communications that are tailored to their situation, needs and desires than to blanket 'one size fits all' advertising. Depending on the vertical sector, personalised campaigns can outperform static ones by a factor of up to 10. While email and other digital channels of communication have been seen as the easiest and cheapest to personalise, print retains a number of advantages: it can convey quality, has permanence, reaches all demographics and cuts through the digital clutter. The problem with print - until recent years - has been that it could not support complex personalisation beyond simple overprinting of text such as name and address, because of the cost structure of offset litho and other analogue print technologies, which excel at producing multiple identical copies o...