Variable Data Printing

Just as ink, type, and paper are inputs into print­ing, con­sider the infor­ma­tion from data­bases as the new inputs into vari­able data print­ing. Today, it can dynam­i­cally assem­ble four-color images, charts, text, and other objects to cre­ate attrac­tive, highly cus­tomized doc­u­ments.

Con­tent is drawn from a com­put­er­ized data­base accord­ing to “rules” on how the con­tent should be used dur­ing print­ing, for instance, which pieces of text or graph­ics to use (asset) and where they should be placed (layout).

Per­cent­age improve­ments attrib­uted to the use of per­son­al­iza­tion print programs

Mar­keters do not make the rules any more—con­sumers do

By per­son­al­iz­ing com­mu­ni­ca­tions, adver­tis­ing and pro­mo­tions can be tai­lored to appeal to the inter­ests of indi­vid­u­als rather than broad seg­ments of peo­ple. The con­cept of one-to-one mar­ket­ing fine-tunes tar­get mar­ket­ing to the level of the indi­vid­ual. One-to-one mar­ket­ing is the prac­tice of com­mu­ni­cat­ing directly to each customer.