Create Impact with Data Driven Print

Consumers are bombarded with advertisements on their screens on a daily basis. It is common practice for consumers to scroll past ads without even looking at them, select skip ad when the choice is offered and focus on the specific content searched for. With the volume of digital advertising on the web, it is difficult for marketers to grab the attention of their target audience.

There is less competition for a consumer’s attention when viewing a print ad in comparison to viewing digital banners or display ads. A consumer only receives a few printed advertisements per day compared with the hundreds of digital ads on their screen. While digital advertisements may be cheaper, the power of the printed ad over a digital ad is reflected in the pricing structure. One full page print ad in a magazine delivered to 5,000 people can be similarly priced as a full page digital ad delivered to 500,000 people.

Print vs. Digital

To make a printed ad cost effective, the key is to deliver it to the right 5,000 people. Personalization and data-driven targeting are methods used to create a powerful and effective print advertisement. For example, a connection of ours owned a horse training business named “High Spirits Farm”; the owner would receive mail pertaining to the liquor industry due to the word “spirits” in the business name. All of that value and effort went straight in the trash and was regarded as junk mail because it was sent to the wrong target consumer. With the advent of the internet, metrics can be collected to refine the targeted consumer based on more relevant data like whether the consumer owns a horse or an actual retail liquor store.

Variable Data Printing

Print partners are expected to use variable data printing (VDP) to build unique content based on behavior patterns, geographical information and purchasing history. VDP is a form of digital printing where content can be changed from piece to piece within the same run, allowing unlimited design possibilities and rich, relevant content. These customized marketing communications can have a tremendous, attention-grabbing effect when placed in front of an interested consumer.

It is easy and relatively inexpensive to explore these customized marketing communications with digital advertising, but as stated above, consumer reactions to email or web advertising can be minimal or non-existent as they scroll right on past the ad. A printed piece that contains the consumer’s name about a topic that they have expressed interest in can entice the consumer to read the content. Although, there are challenges surrounding direct mail related to junk mail, the effect on the environment, privacy and security, data-driven customized marketing communications can eliminate some of the concerns by placing relevant printed material in front of well matched consumers.

Direct Markers

Direct marketers use mailing lists created with data collected to refine the specific qualities that a company defines as their target audience in the overall marketing plan. A variety of communication methods can be integrated in the marketing plan with print supporting other methods to achieve a defined goal.

T/O Print recognizes the power of technology driven output and has developed offerings that include state of the art digital printing with variable data services and secure mail house services, among a variety of other services designed to enhance marketing objectives. They can create custom solutions for print-on-demand products that integrate smoothly with any digital marketing strategy.

Generation Y and Millennials are accustomed to advertising addressed directly to them, and containing personal information. They have no patience for mass, irrelevant marketing (and are basically immune to it). Data driven print will impact daily life by reducing the volume of content thrown at consumers, reducing the volume of junk mail/trash for a cleaner environment, and reducing wasted time and effort by connecting businesses to customers who need them. Reach out to us if we can help you bridge the gap between print and digital.