digital print
Digital print offers flexible
marketing solutions
The need to achieve value for money in a marketing budget and to see a return on investment
has prompted marketers in these tough economic times to take a serious look at digital print
and the value it can offer for a variety of marketing mediums.
Digital print provides fantastic opportunities be maximised for the advertiser, and
to create a highly focused, sometimes in turn, the publisher maximises their
personal vehicle, for reaching a target advertising revenue.
Digital print
audience. Marketers are realising that the
quality of digital print is comparable to that Digital print also offers environmental
set to grow
of litho, and that the potential return on advantages in the reduction of waste, in
investment presents serious value. energy use, and in the use of raw materials.
according to US expert
Digital print provides a lifeline for printed
Every company must understand the titles whose print runs have decreased Digital print will account for half of all
needs of its customers, and digital dramatically or started very low; the ‘no printing by 2015 and up to 65% by 2020,
technology enables companies to improve minimum quantity’ mantra of digital enables according to US print guru Frank Romano,
communications with existing, as well as these titles to remain published when litho proving that print is still, and will remain,
potential, customers through the use of printing proves too costly. a valuable communication resource.
variable data within their print. At a time when marketing budgets are
In addition, digital print provides publishers being slashed and expenditures closely
Undoubtedly, data is the key to getting with the opportunity to place variable scrutinised, digital print provides the
a good return on investment. Premium content within a title such as sections of sophistication to do the most with a
communications are still paper-based; a regionalised editorial or advertising, or a controlled print volume.
well-printed piece of marketing material, personalised cover. For the publishers of
particularly pieces incorporating personalised journals or brochures containing varied Buyers should look beyond the apparent
data, will enhance brand image and information, all areas of interest to a ‘higher’ costs of digital print and instead
demonstrate to customers and potential subscriber can be placed in a single volume. focus on the additional returns that can be
customers that they are valued. This is a growing trend in industries such reaped by a well-designed job teamed with
as travel, where a potential customer can the necessary data. Data-driven digital print
Whether it be a flyer, a cover-wrap or be sent a brochure only containing the is the most effective, therefore it is vital to
an advertisement within a magazine; information on the types of holidays that acquire and maintain the necessary data.
customisation creates maximum impact would interest them, bespoke to their age,
and therefore maximum exposure. family status, interests and budget. Digital printing has a variety of applications.
However, according to Romano, it
A publisher can sell customised cover-wraps For information on how Headley Brothers is targeted direct mail, with its huge
or advertising space to its advertisers at Digital’s digital printing technology can opportunities for return on investment
a premium, response rates should maximise your return on investment, please and seemingly endless possibilities for
contact Digital Manager Will Inshaw: 01233 customisation, that promises the
8 headsup
623131, will.inshaw@headley.co.uk. fastest growth.