If I had to summarize the state of 1:1 printing for 2014, what would it be?
This morning, I released the 2014 update to my state of 1:1 printing report. As I sit back and think about what really sticks out to me based on the case studies, the interviews, and the data I have reviewed between this year and last, here’s what jumps out:
1. Multichannel. The number of channels being used in any given campaign is growing. 1:1 is slowly becoming less siloed. When you look at the PODi case studies, for example, what you see are case studies with four, five, and even six channels. Marketers aren’t relying on personalized mailers and follow-up emails to do the trick anymore—and the results show it.
2. Data paralysis. There is so much data these days about big data, real-time personalization, and omni-channel marketing that it’s obscuring the fact that real, effective personalization can be done even with a small amount of data if it’s the right data. I’m seeing more and more case studies with personalized mapping, for example, but there isn’t enough focus on what can be done with what’s already available — just focus on what could be done with what nobody really has. First things first. Get good what using what you’ve got. Then worry about adding to it.
3. Smart segmentation. Instead of relying personalization in names, images, and other document elements, we are seeing more smart segmentation, such as focusing on re-engaging lapsed customers and ZIP-code targeting.
What do we need to see more of? Better use of simple data for creating relevance, better use of personalized URL survey questions, and more commitment to long-term engagement programs rather than one-off sales efforts. Maybe we’ll get there in 2015.
For more information on the report, including enterprise / training license options, click here.