From variable data printing to QR Codes to personalized URLs – print communications are growing with its most unlikely ally, digital media.  Today, print and digital media work together to support one another by creating personalized messages that reach your target audience through multiple touch points – ultimately increasing your brand’s reach and frequency.

Quick Response codes and personalized URLs are two of the technologies that help to bridge the gap between your printed message and your digital communications.  Including QR codes on product packages, flyers, brochures and direct mailers instantly creates interactive communication between your brand and your consumers.  Not only, does it increase engagement it also allows you to track what content is most popular and use that information to create more relevant campaigns in the future.

Similar to QR codes, Personalized URLs are highly measurable and enable you to track not only what content is most popular, but exactly who is interested in what content.  By collecting this information you can create more personalized messages in the future.

Direct mail is a powerful tool to use to offer individualized content for your target audience.  With database technology and Variable Data Printing each of your brand’s mailers can be fitted to the recipient’s needs.  By doing so you’re able to increase your response rates and ultimately increase your ROI.

Finally, with email inboxes filling up with brand messages and a banner ad on almost every website, consumers are becoming numb to digital communication – print messages help to break through this digital clutter and command their attention.

Timothy Freeman
President 
Print & Graphic Communications Association