Communications Management, Printing and sending communications
Nowadays, segmented and personalized advertising is becoming more and more important. Every client wants to feel unique and to be treated in a personalized way.
Using the variable printing and mailing technique, it is possible to individualize data from the address grid, texts related to the customer's age, sex, place of residence, consumer habits, purchase history, queries made, etc. All this combined with texts and fixed images, such as the logo, results in powerful and suggestive mailing pieces . Advertisers can reach customers in a personalized way. The goal of a marketing campaign should be to get a response from the recipients, so the printing of variable data must be well prepared so that it fits the needs of the recipients.
Variable data printing is the graphic system that is currently most developed. The idea is that recipients read and respond better to documents generated in a personalized way. This type of printing and mailing is very common in receipts, invoices, taxes, payrolls, plastic cards, gift cards, loyalty cards, personalized printed envelopes and also in the completion of receipt acknowledgements.
Building customer loyalty
For a company to grow, the first thing it needs is to retain its customers, before finding new ones. In many cases, we are talking about small and medium-sized companies that need the right technology to provide personalized services.
Digital printing allows for variable data in low-volume formats. As the prints are personalized, better responses are obtained from recipients. This increases productivity and allows the business to gain in competitiveness.
This technique requires less effort and investment to implement than many other technologies. Text, images and graphics can be changed from one printed page to another, creating custom content and designs specific to each client. The content of any printed document, such as invoices, contracts, catalogues, brochures and other mailings, can be tailored to the specific interests of the recipient.
In general, it can be said that it is a very useful tool for direct marketing , advertising, customer relations, billing and mailing campaigns.
Personalized advertising through remarketing or retargeting
Another way to generate personalized ads is through the Internet browser and its famous cookies. Our browsing movements are recorded there, when we visit an advertiser or buy products online. This segmented advertising allows the content to remain free, through the sale of those products or services online.
If we refer to retargeting or remarketing as segmented advertising, we do so based on a traditional technique in which if a customer has somehow expressed their interest in a product or service, the brand can renew that interest during subsequent sessions on the same browser or computer.
With the rise of e-commerce, the way to integrate remarketing into this business niche is being studied. This is essential for brands and their online sales.
Remarketing in Google Adwords
When a potential consumer clicks on an ad, Google performs an analysis of what might interest them in the online store. They don't have to actually make a purchase, it's enough for Google that they clicked on it. In this sense, it's clear that Google Adwords uses remarketing in its campaigns.
Google acts quickly, as when the user has left the online store, he or she receives advertisements from the store itself to renew the interest previously shown. This technique is effective and sales rates increase considerably.
To do this, the brand must have its website optimized around the virtual store, its categories and products. Generic brand advertising is not enough, because it is about segmentation.
Privacy vs. personalized digital advertising
One of the weaknesses of remarketing is that it is necessary to take extreme precautions to avoid promoting spam. Another potential drawback is the issue of privacy. While some brands are betting on remarketing, putting themselves on the side of advertisers, others are siding with the user, betting on their privacy.
A clear example of personalization and remarketing has been carried out by companies such as Yahoo Mail or Gmail, linking advertisements to emails. Gmail has had to back down after being criticized for analyzing email content in order to insert related ads. Another company that has joined the personalization movement is Facebook, which makes use of remarketing and the user's browsing habits to make advertising as segmented as possible.
On the other hand, Microsoft has assured that it will not use personal browsing data to offer advertising, in a bid to protect consumer privacy. It previously announced that it would not use Outlook content for advertising.
It is still too early to say which of the two trends will work best, but at least both users and advertisers can take different paths. It is a matter of betting on user privacy, or giving up part of it in exchange for advertising more in line with individual tastes.
