coole Sprüche:… um die Ecke denken

Nur wer um die Ecke denkt, kann geradeaus kommunizieren.
Tobias Bremshey, Werber

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Snipping: Variable Data Printing for Higher Customer Engagement

By Judy Berlin, worldwide marketing manager, XMPie, A Xerox Company

There’s no doubt that reaching consumers in today’s Information Age requires new techniques – and a major shift from mass marketing to direct marketing has occurred. It used to be sufficient to advertise your business anywhere and everywhere, hoping that people would notice you and that your hard work would pay off. But actually, this “spray and pray” method of marketing made us move away from personal interactions and is no longer effective, as people are starting to expect one-to-one communications again. Why? They are simply bombarded by information, so they tune out the messages that are not relevant to them and their specific interests. Taking into account not only what consumers want, but also providing it at the precise moment when they want it, can lead to greater brand awareness and sales.

Although this type of individual attention seems a daunting task in today’s fast-paced, digital environment, it is possible and even practical to scale this business wisdom and efficiently apply it to the masses. Because in addition to broadcast media, technology and other channels now exist (i.e. digital printing, email, Internet, mobile, social media, variable data and cross-media software, data mining, analytics, etc.) that enable you to engage in ongoing, one-to-one communications with each of your customers.

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