Abstract

The basis for this abstract is the consideration and fulfillment that the print customer has a need for a promotional system that can utilize a one-to-one direct marketing campaign, using Variable Data Publishing (VDP). A good contemporary VDP throughput consists of elements that work jointly to mechanize the conception of a personalized relationship these include: digital databases, dynamic design and a digital output system (mobile device, print, and web). The VDP that is outputted on a digital press or interactive media, where each printed page or mobile device is customized by the variable data, the variations will be determined by relating page content to customer information in a database. Utilizing a one-to-one marketing process, customers using VDP can identify its individual customers, differentiate among those individuals, interact with customers and records responses, and customizes communications for individual consumers.

The desired outcome is that the personalized direct mail piece or digital device should return better than average customer responses to the advertisement for the client and is designed to generate a response in the form of an order, a request for further information, or a visit to their place of business. A coupon for a discount with the customer name can be on each individual advertisement piece, this frequency marketing program can recognize and reward customers based on their purchasing behavior, also known as customer loyalty program.

These response rates in a typical marketing campaign have percentile range of recipients of accomplishment. The typical rule of thumb in the US and Europe is that a characteristic response rate is a moderate 2%, but some estimates in various industries range from a portion of a percent to 4-5% to as high as 20% or higher. The main objective of promotional VDP is to produce higher response rates. Response tracking is the recording of responses received in answer to a marketing campaign. The tracking of these VDP mailers allows for future growth incentives and for the vision of potential growth area or revenue stream to the commercial print industry. The printer then has to make the choice of whether a new digital printer falls into the productivity workflow within their current system.While VDP technology has been around for years, the margin of profitability within the print production process needs to be justified by the companies’ specific operating procedures.