Digital print: making programmatic possible
Programmatic print would not be possible without the latest digital print solutions and sophisticated automated production workflows, which make those very short lead times for creation, production and distribution a reality. Print file generation is software-based using up-to-date variable data, and print production is digital and automated.
High quality 1:1 targeted print now becomes cost-efficient for both large- and small-scale campaigns. This makes digital print a highly attractive solution for marketers keen on reinvigorating their campaigns and a highly lucrative investment for PSPs looking to expand their DM print offering.
Ultimately, programmatic print disproves the belief that print is destined to be supplanted by digital in direct marketing. With its 24-hour delivery of targeted, high-quality DM materials, programmatic print proves that the creation of data-driven campaigns that combine the best of the digital and physical worlds is possible.
Using digital printing solutions, marketers can add the all-important emotional appeal to their targeted propositions, knowing that customers welcome and value the physical communication just as much as (if not more than) online interaction.
Print is most certainly not dead – if used strategically, it can bring digital marketing to life.