Why aren’t we seeing more 1:1 printing in the marketplace? Why isn’t “everyone doing it”? Is it because there is a lack of marketer education? Or is it a lack of willingness to do what it takes to make 1:1 printing work (i.e. willingness to continue to do things “the way we’ve always done” because it’s easier than investing in databases, profiling, and the like)?
Along these lines, here is a comment I received by email this morning. Do you agree with this assessment? Or do you see other reasons for why we aren’t seeing widespread adoption of 1:1 top to bottom?
there is a crying need to get the concept of MODERN variable data work to the printing public. We continually find people exhibiting the mindset of 15 or 20 years ago. The thought that every single page printed might be decidedly different is beyond comprehension to many. Think of an advertising mail piece for say, insurance. Each piece printed would be sensitive to gender, age, profession, city and state (re such things as disclaimers), family status and type(s) of insurance for which information may have been requested. I could go on and on — old age = larger font size for example, colors chosen by age, gender and nationality (think of color of flags).
From this person’s perspective, it remains a lack of education about the possibilities. What’s your perspective?