Welcome to the Dove Direct Print and Marketing Blog. Today's post, "The Process and Benefits of Digital Printing," explains the digital printing process and reaffirms the value this form of marketing provides to organizations. With the decade underway, 2020 will have further digital exploits from the IoT (Internet of Things) to everyday devices that drive outreach efforts. What Encompasses Digital Printing?
Digital printing is a process whereby one can print from digital-based images directly onto a variety of media. Typically, digital printing consists of professional printing tasks that include small/short-run jobs emanating via desktop publishing and other digital sources that require large-format, high-volume laser, or inkjet printers.
The Differences Between Offset and Digital Printing
Offset printing involves a method whereby etched metal plates apply ink onto a sheet of paper. The offset printing setup requires considerably more time and is more expensive than digital printing. Conversely, digital printing employs electrostatic rollers, namely "drums" as the resource that applies toner onto the paper.
Types of Digital Printing
Digital printing comes in many formats and machines. These include production printing presses such as continuous feed printers, sheet-fed production printers, cut-sheet digital presses, and production inkjet printers.
The Advantages and Benefits of Digital Printing
It is nearly impossible to ignore the advantages and benefits that digital printing brings to bear. Here is a list of these advantages and benefits:
Full color with various design possibilities for full color and gradation print without the limitation of colors
Reduced color matching time
Small volume production
High value add
Quick delivery as full-color print is achieved in a single process that avoids using plates
Friendly to the environment
Direct Mail Marketing and Digital Printing
Digital printing is the engine behind variable digital/data printing's success with personalization. Big Data has taken over the marketing industry enabling data capture and management for more precise target marketing. Once the data is analyzed and categorized, those data points can be fed to a digital press, which can then print collateral by individual piece or groups of pieces according to the category.
VDP (variable digital/data printing) enables personalized direct mail marketing, right down to the colors, messaging, layout, graphics, and calls-to-action for either individuals or groups of individuals.
Digital Printing Uses Files
Another benefit digital printing provides is the ability to re-print short runs based on the digital files from the original job. This supports the marketers' ability to call up additional short runs as needed for any direct mail marketing campaign. Further, if a change needs to be made for an offer, a call-to-action, or any other element, the new changes can be made to the files and the job run.
VDP Cuts Through the Clutter
How does a marketing organization cut through the digital clutter created by multiple digital destinations, including social media, blogs, videos, and emails? In, 2019 more than 293 billion emails were sent daily, along with more than 3 million daily blog posts, and somewhere around 5 billion video views per day. Social media interactions are also in the billions.
Case in point: Xfinity subscribers received a January 2020 direct mail piece best described as a three-page postcard/brochure, outlining their latest offer for the new year. It is important to keep in mind that Xfinity is a digital-based company that offers internet/wifi, mobile phone subscriptions, online streaming, television programming, movies, and more.
Yet, Xfinity chose to begin the new year with a direct mail marketing piece! Why? Xfinity, like Google, understands that a target who receives a direct mail piece is afforded a clutter-free environment in which they can read and act on the offer, including the option to direct the recipient to an online destination to continue the call-to-action.
Digital Printing technology is the most efficient and productive tool that serves as the backbone for any Direct Mail Marketing strategies. As this article points out, even iconic digital brands invest in direct mail marketing.
Digital printing technologies will also improve over the course of 2020. To that end, small businesses and enterprise-sized organizations will depend on direct mail marketing tactics as part of the broader marketing strategy. To that end, we look forward to a robust new year with plenty of opportunities for all. May you enjoy a successful, productive, and prosperous new year. Thanks for reading "The Process and Benefits of Digital Printing." Happy New Year!
Let's have a conversation about integrated business solutions and how they can help grow your business, change behavior, and improve the customer experience. Join us at our next Open House. You can learn about our solutions, including direct mail strategies, printing, print software, transactional documents, variable digital printing, brand equity, and unified marketing collateral.
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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