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Article: DIGITAL PRINT: Getting personal.(personalization in digital printing)
- Article from:
- Precision Marketing
- Article date:
- November 3, 2006
CopyrightCOPYRIGHT 2006 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Truly personalised communication through digital printing has been promised for nearly a decade. So why has take-up been so slow?
David ReedThe first time you see it, the mailing can be quite entertaining. Your name where a car's registration number should be - it catches your attention for a moment. Another time it is your name in the clouds or the bark of a tree.
Yet after a couple of exposures, you start to look for other levels of personalisation. But they are not there. The big idea for the mailing appears to have begun - and ended - with the digital print version of putting the recipient's name in lights.
Since the first digital ...