Dive Into Digital

"Another huge factor is the cost differential. With standard traditional printing, print buyers are basing decisions on cost per page. With digital, the issue is the cost of acquiring a new customer or increasing returns on an ad campaign," observed McMahon. "So, instead of talking about printing 40,000 direct mail pieces at pennies per page, distributors are discussing the value of variable content in targeted, personalized mailers for greater responses that can be mapped back to specific campaigns, and this is a different conversation all together. Then, there is the cultural shift of gearing advertising and promotions to the needs and requirements of a unique individual rather than reaching 20,000 consumers with the exact same piece."