Variable Data Publishing 101
Get ready to change the way you think about publishing and printing. With variable data technology, you can deliver on the promise of one-to-one marketing with customized communications...produce virtually anything variable, from printed pieces to web sites...facilitate global brand management...and let non-designers easily customize documents. In our Variable Data Publishing 101, we’ll cover some of the basics
you need to know.
What is variable data publishing?
In simple terms, variable data publishing (VDP) allows for the generation of personalized and/or customized documents, targeting specific messages to specific clients or markets. Materials can consist of varying text, images, colors, sizes and styles, and can even accommodate varying numbers of pages and printing stock.
Customization starts with a data source such as a database or a web form. This information drives variables, or "business rules," that place the appropriate elements at a specific size and location in a document. The end result is a communication that can be personalized to every member of your audience - whether it's one person or 100,000.
Why do I need it?
One of the primary reasons for employing variable publishing is that it allows your company to precisely address target markets, thereby increasing your return on investment substantially. It can also facilitate global brand management by giving end users the ability to customize documents online while still maintaining brand continuity.
In increasing numbers, creative professionals are reporting that they have done some type of variable data publishing in the last year and the better part of this work has been done in full-color using variable images and text. Overall, variable publishing has been gaining strong acceptance as companies come to recognize the long-term CRM benefits.
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Features to look for in a variable publishing solution
- Robust, flexible technology that does not limit what you can create with your data and assets
- An open architecture and room to expand capabilities
- The ability to print to your digital engines and current required data formats as well as future output data requirements
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Variable data technology can accommodate anything from a business card to a catalog, and can even be used to generate online media such as HTML e-mails or personalized URLs. Be sure that the application you select will provide all the functionality you need. Also, ask us how to use variable data technology in a Storefront on the Web, so you can make marketing collateral available to users for ordering,
while protecting
your brand.
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