The potential of digital printing in the advertising industry

Modern life is always inseparable from advertising. However, every day, in addition to television, radio, the Internet, newspapers and other media, the round of bombing, you are often also have to feel tired of receiving colorful advertising business letters? Because, in these advertising products often can not find their own information of interest. On the contrary, have you ever catered to your own interests and preferences for a particular advertising message, paying more attention to it and even creating a desire to buy it? This is the difference between ordinary advertising marketing and one-to-one sexual marketing. It is also the reason why one-to-one marketing is being talked about by more and more marketing people. One-to-one marketing is not only of great significance to merchants, but also because digital printing is one of the means to achieve one-to-one marketing. One-to-one marketing is one of the fields of application of digital printing, so one-to-one marketing is also digitally printed. Service providers look forward to. Today, we invited Mr. Lin Hua, the product marketing manager of Fuji Xerox (China) Co., Ltd. as the merchant, and Mr. Fu Chunsheng of Beijing Shengsheng Color Printing Co., Ltd. (hereinafter referred to as “Shengsheng Digital”) as a digital printing service provider, from different perspectives. To explore the level of application and implementation of one-to-one marketing in China.

One-on-One Marketing: Increase Customer Attention and Loyalty

As the preface says, today's businesses are increasingly attracting customers through the delivery of advertising materials, but it can be concluded that when faced with overwhelming advertisements, people cannot pay attention to each other and only pay attention to writing themselves. Name, content, and advertising materials that are closely related to oneself. This principle has been made clear for the marketing community. Therefore, from the initial focus on product sales and promotion, advertising marketing has gradually developed into personalized service marketing that focuses on products, prices, channels, and communications, and then develops personalized requirements and value contributions.

Mr. Lin Hua from Fuji Xerox also showed his understanding of one-on-one marketing. He believes that as a new type of marketing theory, one-on-one marketing is the further evolution and development of the direct marketing theory in the current Internet popularization and the modern database technology and statistical analysis methods in a revolutionary breakthrough. One-to-one marketing and direct marketing have many similarities. Both are using interactive media to stimulate changes in consumer behavior and use databases to store records and track and analyze such consumer behaviors. Customize and provide information consistent with different customer groups or even individuals; the difference is that the target customers of one-to-one marketing are accurate to the specific individuals from the original segmented customer base. One-to-one marketing is a strategy, a direction, a concept, an attitude, a set of systems and methods of a company. Its core is customer-centricity, and it constantly improves customer satisfaction and loyalty to realize its own business. value.

Compared with traditional marketing methods, one of the most important features of one-to-one marketing is the ability to engage in interactive communication with specific individuals. These include: a combination of personalized advertising and sales, customer service forms, and instant response from customers, and finally It is the measurability and monitorability of the entire marketing campaign. For example, if you place product advertisements on traditional media such as newspapers or magazines, despite the large number of prints, the actual benefits of the placement are difficult to define due to the very blurred target audience, and the high cost, low response rate and non-re Certainty has no doubt. And one-to-one marketing can be flexibly applied to a variety of media or combinations, such as telephone, direct mail advertising, the Internet, mobile phones, and industry seminars, to interact with customers interactively, and instantly understand customer requirements, wishes, and needs. Analysis of individual consumption behaviors, habits, and special tastes provides relevant information. Marketers can also flexibly define the number of target audiences and methods of communication according to different budgets, and receive instant customer feedback to improve communication. Content, quantify customer response rates and the resulting actual marketing results, while cultivating customers' new consumer attitudes and lifestyle while meeting customer needs.

As a link on the one-to-one marketing value chain, advertising products and advertising letters that have individual customer information, meet individual customer needs and individual preferences, can also display their unique “charisma” at this time. The survey report of InfoTrends/CAP Ventures in the United States shows that personalized direct mail advertising with variable data printing can increase the response rate of target customers by 34%, increase the repeat ordering rate of customers by 48%, and increase the average order quantity by 25%. The response time was accelerated by 35%, and sales and profits increased by 32%.

A research test at the Rochester Institute of Technology in the United States also showed that: 1) Direct mail (excluding personalized static marketing) using traditional text in black and white text and photos, the customer response rate was only 0.46%; 2 printed in direct mail The name and title of a person (a certain sir/a certain lady) has a 44% increase in response rate compared to the former. 3 When the full-color and recipient's name is used for the advertising material delivered by mail, the response rate is increased by 135% compared to 1, and this is only Basic personalization; 4 Further print the recipient's name and personal data in full color, connect and integrate with the analysis results of the customer database, and provide product-related information in the direct mailing letter. The response rate is increased by 500% compared to 1. Above, this is actually the "highest level" that one-to-one marketing has to achieve in the promotion channel.

According to Mr. Lin Hua of Fuji Xerox, one-to-one marketing has developed rapidly in foreign countries and has been successfully used in fast moving consumer goods, automobiles and real estate industries. Facts have proved that one-on-one marketing can significantly increase customer attention and loyalty. How about the level of personalized marketing in China?

Practical application: foreign countries have achieved initial success

One-to-one marketing has developed rapidly in foreign countries and has been applied more and more in areas such as automotive, beauty, apparel, real estate, and publishing. The Amazon bookstore in the United States has already begun to make purchases based on customers' past purchases. The experience of providing personalized bibliographic referrals through e-mail not only provides individuals with personalized services, but also increases the sales of their books. The world-famous Wal-Mart retail chain stores its customer purchase data entry system at the cash register, and timely understands the types, frequency, time, spending habits, brand preferences and special tastes of the customer's products, effectively collecting and organizing. And analyze changes in customer demand, and regularly mail customized product catalogs and related product coupons to improve customer satisfaction and loyalty to the mall. Another example is the use of one-to-one marketing and cross-marketing methods by the Japan Mitsui Sumitomo Bank VISA Credit Card Company to provide its 12 million monthly credit card users with personalized direct mail statement services, while realizing customer satisfaction and loyalty. The improvement of sales performance has created a win-win situation.

In China, the concept of one-to-one marketing has been widely promoted by suppliers and industry experts, and has been accepted by more and more merchants, advertising companies, and print service providers. As a supplier of products, one-on-one sexual marketing has been very well applied and popularized in Fuji Xerox's own marketing and public relations process. The concept of one-to-one marketing was reflected in the related exhibition invitations, holiday greeting cards, birthday cards, personal badges and event information with personal names and names of customers, and was well received by the media and customers.
As a printing service provider, Beijing Shengsheng Digital has also made promotional materials for its customers for one-on-one marketing, mainly materials that the equipment sellers send to customers. However, in Mr. Fu Chunsheng’s view, although everyone is no stranger to one-on-one marketing, some companies try one-to-one marketing with the recommendation of an advertising company or a print service provider. However, after all, it is a minority, and most of them realize it. It is only the "primary" personalization, that is, the site and a small number of pictures can be changed on demand. Realizing personalized marketing based on the customer's gender, age, income, and personal interests can currently only be applied in a small number of multinational corporations.

So, what has hindered the widespread application of one-to-one marketing in China? What are the conditions for achieving one-on-one marketing?

Promoting Popularity: Excluding Concerns and Excavating Potential

As a new type of marketing, one-to-one marketing, like other things, has to undergo the process of concept popularization, minority pilots, and most popularization. And, China is in the first two stages.

As a multinational digital printing equipment supplier, Fuji Xerox has concluded that there are three major misunderstandings in this country's understanding of this new thing in its own promotion of digital printing technology.

First, it comes from the misunderstanding of traditional marketing ideas. This misunderstanding holds that China is the world’s largest developing market, but its development is not yet mature, it has the distinctive features of an immature market, such as market disorder and low consumer loyalty. Therefore, it should adopt the most extensive and simplest method. The most straightforward method of selling merchandise is to understand as many people as possible.

Second, the cost of misunderstanding, that is, the cost of personalized marketing print is far higher than offset printing products with constant content and high print. Therefore, marketers believe that instead of calculating the unit price of each page of personalized print, and then estimating whether the market's customers can afford such a high printing price, it is better to use the same price to obtain a relatively large number of offset printing products.

However, relative to mass-printed products, personalized prints are more focused on precise communication, and their customer response rate is much higher than that of general mass print products. In addition, based on customized communication methods to better pleasing the customer, so as to achieve long-term, stable, high-value relationship marketing.

Third, the misunderstanding in methodology and tool theory that one-to-one marketing is just a popular strategy and method of sales.

In addition to everyone's doubts in understanding, there are still some problems that need to be solved urgently in the process of technology realization. Mr. Fu Chunsheng pointed out that one-to-one marketing is actually a systematic project. In a cursory view, businesses themselves must collect, collect statistics, and analyze data from customers, and provide corresponding content information according to the database to realize the customer’s own. The correspondence between data and its products is then passed to the digital printing service provider for printing. Of course, this is not by artificial screening, but by computer to set some conditions to match. This requires businesses and digital printing service providers to have a good IT environment. However, although there are not only a few domestic companies that can establish a customer database, but also some specialized data companies, they do not have the corresponding professionals to analyze and excavate the data. As digital printing service providers themselves, but also because of this business Considering the issue of input-output ratio, there has been no large-scale investment in IT facilities and software.

In addition, in the modern commercial competition, the database is the “established root of the business” and its importance is self-evident. If you want to put one-to-one marketing promotional materials to digital printing service providers, then it is necessary to get the database to the digital printing service providers here, at this time, businesses will worry about the security of its database. From the perspective of the one-on-one marketing business received by S&S Digital, it is a long-term cooperation with customers. Mr. Fu Chunsheng pointed out that although S&S Digital is also technically making some precautionary measures against the security of customer databases, the reason why customers are willing to hand over the database to S&D Digital is mainly because of the trust between people. Therefore, digital printing service providers as an important part of one-to-one marketing, on the one hand to strengthen the application of IT technology, improve the level, on the other hand, it is necessary to establish a mechanism for integrity, from both subjective and objective to allow customers to rest assured.

As Mr. Fu Chunsheng said, one-to-one marketing is a systematic project that requires businesses, advertising marketers, and digital printing service providers.