What is Customization?


There are two ways to communicate with an audience using print media,
1) static mass-produced messages and 2) relevant customized messages, also known as Variable Data. We consider Variable Data to have three different levels of customization within a marketing piece. Static communication and the three levels of Variable Data communication are defined in more detail below.


Static – traditional mass-produced marketing materials where every person receives the same message. Although the actual marketing piece may be addressed to someone specifically, the message does not change from person to person.


Personalized – Besides the typical name and address used to mail a document, personalizing a message uses the recipient's name in other areas of the message. Using Variable Data in this way is more “personal” than static messaging because you are speaking directly to the reader using his or her name.


Advanced - Advanced Variable Data is not only Personalized using a person's name, but it also incorporates images, charts, maps, or any other visual representation relevant to the recipient.


Fully Customized - A Fully Customized marketing piece combines both Personalized and Advanced Variable Data, but also changes the actual message copy (written text) in order to make it relevant for each person in a target market.


Contact us for a free presentation on how each of these levels of customization can be accomplished.


See what Variable Data has done for our clients