Use of Variable Printing

Data-driven Marketing or customization makes it possible to target your audience in new ways.

For example, let’s say a financial firm has two main audience segments: recent college grads who don’t know the first thing about the market and hardcore investors who attack their portfolio like it threatened their mother. You already know that the hardcore segment makes up about 70% of your revenue, and the youngsters make up for the other 30%. When you have the right data at your fingertips, you can further divide your two main segments into different categories. So you might divide the portfolio optimization people into those who take chances and those who play it safe. You might divide the grads by their professional industry, so your advertising can drive at the specifics of the opportunities and challenges they face.

One way people collect this data is through social media campaigns or QR codes. Holding a contest or offering incentives on Twitter and Facebook can encourage people to share what they think without becoming resentful of the intrusion. QR codes on digital print material also give you an idea of when a person is interacting with your company and where they are when they access the code. View Variable Data Printing Services 

Connecting It All Together

While your approach for digital printing and digital advertising may be different, the bigger picture needs to remain the same for both: Email signups: One simple way to integrate direct printing is to create a different kind of email signup. Instead of asking people for their email addresses for your mailing lists, consider asking people via digital or electronic mailing if they want to receive print publications through your email lists.

Crossover CTAs:

Your call-to-action on a print material doesn’t have to be for the reader to call to learn more or to make an appointment. It may be even more effective if you direct them to your website or your app. Doing this gives your audience two ways to check out your brand without ever feeling pressured. Share and share alike: If your company is big enough, there’s always going to be some degree of separation. But if your departments aren’t finding ways to share the data, it will eventually come back to haunt you (and not in a friendly ghost type of way). Marketers need to find ways to harvest data wherever they can — it’s the only way to keep the message fresh without sacrificing the core characteristics of the brand. It may mean finding more efficient ways to post data that everyone can use.

Choosing the Right Digital Marketing Partner

The bottom line for marketers is that it hurts the company’s bottom line if no one is taking advantage of the many avenues available to them. If you feel as though you’re staring at a map that was created by a madman, though, you’re not alone. Trying to decide on a strategy is like trying to make everyone in the room happy when you can only choose one pizza topping.

 If you need a little guidance, Preferred Direct is here to help. We’re experts at integrating your variable data into your printing materials. We also have serious digital printers that are capable of handling your on-demand printing. Trust us when we use the old cliche that ‘no job is too big.’ We also know how to work with companies with highly sensitive data. So if you have HIPAA or HITRUST guidelines that you need to follow, you don’t have to worry about violations (or those pesky fines) with Preferred Direct. Contact us today and let us know more about your response rates, customers, and future goals.