by DPS Magazine Staff
Variable data publishing (VDP) is a pillar of the digital print industry. The technology offers users the ability to create data-driven, personalized communications. However, learning to collect, manage, and utilize this data is a complex process.
The Association for Print Technologies (APTech) believes the variable data direct mail sector of print is poised for growth as it continues to be at the intersection of digital and physical communications.
On April 14, 2021, the organization launched the virtual Variable Data Print & Mail Summit. For this event, it leveraged its reach and existing relationship with the commercial, transactional, and in-plant print communities to build a strong audience of high-value printers and mailers that view variable data mail as a path to creating new print.
“We feel very strongly that there is a tremendous amount of growth opportunities in the variable print and personalized direct mail space,” shares Thayer Long, president, APTech, in the event’s welcoming address.
He notes the many changes—not only in the print industry, but also in big tech—in the way marketers utilize digital assets in their go-to-market strategy. “There is wariness around digital tracking, we’re already seeing limitations regarding third-party cookies. We know there are concerns with privacy and use of consumer data. We believe we’re already seeing an interest in tangible direct mail marketing using variable data techniques and highly hyper-personalized applications,” states Long.
The virtual seminar attracted over 1,000 registrants, which had access to a robust cyber event space where they could join information sessions, chat with peers, and connect with vendors.
The primary goals of the event were to educate attendees on the latest trends and connect with vendors that could help achieve VDP goals.
Once logged on, attendees were encouraged to check out virtual exhibitor booths, which included APTech, Canon Solutions America, Harris & Bruno, INg, Ironsides Technology, Midland Paper, MindFire, Inc., Pitney Bowes, Racami, Ricoh USA, Inc., Screen Americas, Solimar Systems, Standard Finishing Systems, W+D North America Inc., and Xeikon.
The event hosted many educational sessions, including 12 “Simulive” sessions as well as four on demand options.
VDP Opportunity in Mail
One of the biggest advantages of digital printing technology is the ability to support VDP. Even with more channels to contend with, direct mail continues to be a winning application. dps
May2021, DPS Magazine