The Value Of Personalised Print In Direct Marketing
The Value Of Personalised Print In Direct Marketing Internet The need for personalisation in marketing continues to be demonstrated often times. Study after study implies that consumers respond more readily to communications which are tailored for their situation, needs and desires rather than blanket 'one size fits all' advertising. Based on the vertical sector, personalised campaigns can outperform static ones with a factor as high as 10. While email as well as other digital channels of communication have already been viewed as the simplest and cheapest to personalise, print retains several advantages: it may convey quality, has permanence, reaches all demographics and cuts with the digital clutter. The issue with print - until recent times - continues to be that could not support complex personalisation beyond simple overprinting of text like name and address, due to the cost structure of offset litho as well as other analogue print technologies, which do well at produci...