The technology of the Web has caused a shift away from speaking to a market toward speaking to a specific customer. You now have more ability than ever before to market one-on-one instead of mass advertising. To engage in a personal conversation with individuals rather than shouting messages at them. In print, this translates as something called VDP.
In general terms, it’s talking to the customer in his or her own language. Using this technique, you produce customized mailings that are different for each customer, featuring only what he or she is interested in, rather than producing the same mailer for everyone. The technique is made possible by short-run color digital printing and database integration.
An important tool for improving your customer relationships, this kind of personalized communication will be required to meet customer expectations in the future.
By Matt Harlow • October 14, 2008