Today, businesses can deliver specific information to the right recipient. The sports product manufacturer can send an offer directly to athletes based on research of demographics, buying habits, and interests, for example. However, while individualizing is at the heart of successful messaging, the filtering abilities of Google and Facebook, who can now tailor searches very effectively based on a user’s past history and habits, have ignited debate. In a June 21st webpronews post on this topic, Chris Crum asks two questions about the filter bubble:
“Is the personalization of the Internet a step backwards? Is the wealth of information accessible to us being reduced because the products we use are filtering it all so heavily?”
And while there is truth to the filter bubble—yes, algorithms are being used to filter the overabundance of information to which we have access—as a result of filtering, we may only be receiving relevant data. Both views on this topic are valid. The incredible amount of information available presents a real challenge; but the reality is the individual user can’t possibly filter it. And, from a business perspective, the filtering algorithms can be helpful to sending responsible, personalized messages of rich content, whether the information is distributed in print or electronic form.
Digital variable printing is a newly improved form of one-to-one marketing on the print side. When it first appeared over 10 years ago, instead of resident in the name field (how many of us stand at the mailbox and toss those items?), it was possible to integrate a name. Today, however, with the advent of more sophisticated software systems, better information, and improved digital printing processes and materials, VDP, variable data printing, offers improved resolution, color and speed. So, in addition to the options of static printing (no variables) and personalized printing (name and address variables only), with fully customized variable data printing every element of the print piece can be personalized. And comparing the results of static to customized direct mail is like comparing apples to aardvarks. The negative side of VDP is cost; but the plus is greater response. If you invest in one-to-one marketing, your ROI is greater, some studies say by more that 35%.
So, while the debate about the filter bubble will continue, and it should, for businesses that want to send helpful information on a specific topic only to those who need it, digital variable printing offers improved results on direct mail projects.
