Variable data printing and the modern small business

The ever-evolving marketing world is increasingly becoming dominated by social media, search engine optimization and other web-based mediums. A recent survey by MagnaGlobal projects total spending on internet marketing will reach $117 billion worldwide by 2013, surpassing print for the first time.

To keep up, small businesses need to forge multichannel campaigns with cost-effective print initiatives.

Writing for BizCommunity, Annemarie Burger describes what businesses should expect from modern printing services.

"The print service provider must offer the right services," she writes. "Today, this means not only litho or digital abilities with some expert finishing or service delivery, it also means offering variable data expertise and cross-media solutions tailored specifically to your clients' needs."

One emerging print strategy that businesses are beginning to embrace is variable data printing, which is essentially personalized materials printed in large volumes at lower costs to the customer. This is a perfect strategy for marketers looking to boost their return on investment while also offering unique graphic material for consumers.

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