Recently, I started a discussion on Digital Nirvana about industry interest in digital printing as a category over the applications it drives, such as 1:1 printing and personalized URLs. It sparked an interesting debate, and if you haven’t followed it, a peek might be worth your time.
To follow up and torque things a little more, here is the breakdown of the hits for the various topics on the Digital Printing Reports website:
Digital Printing: 45%
1:1 Printing: 17%
Personalized URLs: 29%
What’s interesting — and perhaps a bit alarming — is the higher level of interest in personalized URLs over 1:1 printing. Why? Because personalized URLs are a subset of 1:1 printing. In fact, you’re not going to be successful with personalized URLs unless you understand the basics of good direct mail and 1:1 printing first.
We know that the industry hasn’t yet mastered 1:1 printing. Thus, the much higher level of interest in personalized URLs suggests something of concern. Printers and marketing firms may be looking to personalized URLs, not as a subset of 1:1 printing, but as a replacement for it: “1:1 printing is too difficult to get your arms around, too difficult to sell, so let’s try personalized URLs instead.”
Unfortunately, personalized URLs and 1:1 printing are not mutually exclusive. It’s not an either-or proposition. And perhaps that’s why so many personalized URL campaigns fail.