Analysis of the advantages of digital printing and personalized marketing
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Digital printing has a history of more than 20 years. In terms of speed and quality, it has developed to the level of traditional lithography, but the biggest difference from traditional printing, can print different content on each page, without changing the version. The whole work can be done; traditional printing is quite copying, and the characteristics of each page of replaceable content is the advantage of digital printing, because the information of the goods can be objectified, even personalized.
The development of digital printing is not as expected, because of the excessive use of information technology, such as the establishment of databases, the capture of data, the automated programming of pages, and the process of connecting with digital printing systems, which are not printing expertise. Experts have calculated that the technology required for printing objectification and personalization is about five-to-one, that is, five times the information technology. The technology of double printing, coupled with market positioning, is still unclear. It is slow to develop and is used as a job with less printing to make up for the shortcomings of traditional printing.
The objectification and personalization advantages of digital printing are buried. Fortunately, in recent years, we have seen more and more marketing, using digital printing to print object-oriented, personalized marketing literature, the results are very successful. After investigation, people who received the texts not only liked it, but also wanted to receive it frequently. So the advantages of digital printing seem to make marketing ideas capture the main points.
This is an inspiring transformation of teaching people. The application of digital printing was originally a combination of various professions. Market promotion is an important part. Now, the technology used in marketing has also seen the benefits. If this continues, it will not It is difficult to see a win-win situation between marketing technology and digital printing.
Digital printing requires more consideration than traditional printing, so those responsible for marketing have a simple concept of digital printing to communicate with digital printers. Digital printing is another advantage on paper, which is more flexible and less expensive than lithography, because it does not require the consumption of the ink balance test before printing, nor is it limited by the size of the lithographic cylinder. Cutting, wasting a lot of paper left.
Another concept of digital printing is cost. The cost of traditional printing is in plate making. The printing afterwards is only the cost of paper and ink. The cost of printing is limited. Digital printing does not require plate making and is priced on a page. Therefore, the total price is a single page. The sum of the prices.
Digital printers use two basic techniques, one is electrostatic induction, also known as laser printing, which scans the paper to charge the image and attracts the powder to image on the paper. The other is inkjet, which uses mechanical means to spray droplets of ink onto the paper for imaging. There are two ways of continuous and optional spraying. The ink also has two kinds of water-soluble and dye. The difference in characteristics between them should be selected according to the nature of the work.
In general, lasers are fast, productive, and easy to print in large quantities, while inkjets are not as energy-efficient as lasers, but are superior to lasers in color quality. So before printing, you need to find the best point between cost, speed and quality, which is the combination that can best achieve marketing results. There are many types of digital printing systems. The main laser digital systems include Océ and full recording. The main inkjet digital systems are HP, Fuji, and Kodak.
There is not much restriction on traditional printing, but digital printing paper must be planned in advance. Laser systems can use a wide range of papers, even coated coated paper, but the inkjet system is limited, the paper surface should not be too smooth, the best way is to use special paper with different inks to get The best printing results. Another consideration is whether the finished product is suitable for digital printing, such as the thickness of the paper, one side or double-sided printing, and how long it will take to store after printing. These are all about the choice of printing paper.
Post-printing work, such as binding into a book, loading envelopes, folding, plug-ins, hot stamping, can not be produced online with printing, need to be done offline with different tools, must be considered in the design. Objectification, personal communication, or marketing should be considered as individual projects, each time requiring a master plan.
Digital printing is a comprehensive technology that includes printing technology, information technology, creative design, and marketing. The objectified and personalized printing communication has gradually become an effective marketing method. Whether the digital printing that has been silent for many years will be driven by the creative ideas of marketing, let us wait and see.