“As part of an integrated campaign, print remains one of the most vital tools for marketing and communications,” said Joyce, Worldwide Vice President, Sales and Marketing, Digital Printing Solutions, Kodak. “Digitally printed pieces, personalized to each recipient, contribute to greater response for a multimedia communications campaign that may include web, email and other components. By offering these integrated services, print service providers become even more valuable to their customers as marketing services providers.”
Joyce also discussed the value of targeted print communications, and how the ability to create tailored messages provides marketers with opportunities to leverage CRM data. “Individuals now control from whom and what kind of information they are willing to receive; they ‘permit’ communication. Customer information enables the development of pertinent one-to-one marketing that increases response rate and revenue. Digital printing technology makes it possible for marketers to move from mass communication to mass customization,” added Joyce.
Kodak’s wide range of digital printing and campaign management solutions enable marketers to develop communications tools that elevate the benefits of one-to-one marketing. For example, the Kodak Nexpress Dimensional Clear Dry Ink provides marketers with enhanced capabilities to create 3D raised printing that creates tactile effects. In addition, marketers can generate personalized URLs as part of a multimedia campaign using the Kodak Insite Campaign Manager.