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Dove Direct Print & Marketing Blog - “The Advantages of Digital Printing”

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “The Advantages of Digital Printing” reviews digital printing offerings and the advantages of incorporating digital printing in the age of all things digital. Digital printing hardware and software continue to make inroads with better color reproduction, faster output times, including state-of-the-art automation capabilities, and finally inter-connectivity with the Internet of Things, which serves as the backbone for creating personalized digital print collateral from data base access.

We contend that in order to take advantage of digital printing’s attributes in the modern age of digital marketing, one must accept the premise that the vast amount of print marketing survey results point out that, on average, the most successful marketing campaigns include printed collateral as the leading component that uplifts online engagement.

Why Is Digital Printing So Necessary?

The marketing world is now revved up and operating at breakneck speed. Never before has the population been privy to instant communications and the resulting conversations that occur between and among interested parties. Marketing one-offs are now ubiquitous across social media platforms and website destinations, not to mention, marketing campaigns are also flooding the smartphone and desktop landscapes in record numbers.

Enter digital printing into the marketing mix. Digital printing technology in all its buzzword robustness is paramount to having a digital recorder that stores incoming and outgoing information of digitally printed collateral that can be edited and updated with the click of a mouse. Let’s examine the ramifications of digital printing technology. For one, similar to online editing for websites and social media channels, digital printing also has the capacity for change, edit, update and re-print on the fly because digital printing is database driven, meaning that a single digital print job can be executed from digital files, output and saved for future runs.

In addition, a series of personalized digital printing variables can be engineered including a host of specific demographic data that can be output as a single job.  This presents dynamic implications for quick, precise turnaround times. Digital printing technology in and of itself offers mind-bending possibilities, in that direct mail pieces which can be generated from variable digital printing, aka, variable data printing, take the headache out of spending money for targets outside of the marketing initiative.

For example, marketing agencies and brands have taken issue with investing in network television advertising because in some cases, the demographic target for a particular program is far less than the overall program viewer demographics. This anomaly is commonly referred to as wasted viewers. Cable television, which offers programming that is more concentrated demographically speaking, offers less viewer waste, but in many cases becomes an inefficient buy because the primary demographic numbers pale in comparison to a network television program that offers higher demographic numbers, while also increasing wasted viewers.

Conversely, direct mail collateral when created by variable digital printing technology is much more precise across a variety of marketing strategies. For example, successful marketing strategies whose goals require increasing online engagement from a targeted demographic via direct mail have the capability to:  (a) measure engagement, (b) delete non-responsive targets, (c) place responding targets into the sales funnel, (d) upsell those targets who have purchased, and (e) update and cleanse the database for future runs, thus minimizing wasted viewership and maximizing ROI.

More On Digital Printing

Traditional offset printing, a traditional printing technique, aka, analog printing technology, fails to offer the speed at which digital printing collateral can be output. Why? Digital printing technology does not require metal plates to be setup for each job and instead of printing plates, digital printing presses afford marketing campaign job images to be printed directly onto the media substrate.

Digital print technology is advancing rapidly with digital printing output quality progressing on a continuous cycle. In fact, digital printing technology enhancements are now dispatching print quality collateral that is on par with offset. In the short term, printing industry experts are forecasting that digital printing technology will supersede the traditional offset printing methodology. If for no other reason, the advantages of using digital printing technology are:

  • Personalized variable data printing (VDP)
  • Print-on-demand
  • Cost-effective short runs
  • Fast turnarounds

For quick printing marketing solutions in increasingly demanding marketing cycles, digital printing is the way to go, now and in the foreseeable future.

Other Advantages Digital Printing Offers

Computer users are well versed in the ability to store, edit and recall digital information such as emails, websites, social media posts and conversations, not to mention projects such as videos, graphics, artwork, etc. While many of us often take these digital technology miracles for granted, digital printing technology mirrors computer functionality.  Similar to pulling up computer data on a past document, digital printing technology also offers the capability to recall a previous print job, edit it, cleanse the database, if necessary (highly recommended), add to it, and quickly output the next marketing initiative.

The Net-Net

If you are looking to increase ROI on your next marketing campaign, then digital print collateral is a must have. Further, most marketing experts and media pundits agree that direct mail, the offshoot of using variable digital printing should lead the campaign, particularly in the event that demographic targets are being driven to online destinations. Happy Digital Printing for more Marketing Advantages!

Let’s have a conversation about direct mail strategies, printing, print software, transactional documents, variable digital printing, brand equity and unified marketing collateral during our next Open House. We invite you to join us on Thursday, June 28th, 2018, from 9:30 am to 4:30 pm. Let us show you how to improve your document processes to optimize your workflow, reduce your costs, and maximize your organization’s printing, letter shop and mailing capabilities. Dove Direct does have an official USPS certified bureau located within our offices that will save you time and money. And, if you bring us your files, we will create a demo file for you. For more information call Carla Eubanks at 404-629-0122 or email Carla at This email address is being protected from spambots. You need JavaScript enabled to view it. .

Dove Direct, your Atlanta based print and mail solutions provider offers organizations end-to-end data, printing and mailing solutions: Data Management, Variable Digital Printing, LetterShop and Fulfillment, Fully Automated MLOCR Presort Bureau, Marketing and Production Management Support and Secure Data Life Cycle Management.

If you don't want to wait for the Open House, you can reach Dove Direct today by calling 404-629-0122 or use the contact form for Dove Direct.

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Leland Hicks is the CTO of MatterMax Media, a digital marketing agency that provides business strategy, web design, social media management and training.  He can be reached at lahicks@mattermaxmedia.com