For the past decade, we have heard from the manufacturers of variable print equipment about the power of 1:1 marketing. Yet, it’s been a very slow struggle to get there. Initially it was technology. Remember the first variable print engines? RIP processing speeds? The cost? The quality (lack thereof)? Those are no longer issues. Yet, the needle is still moving slowly.
A recent study by the Annenberg School for Communication, UC Berkeley School of Law, and the Annenberg Public Policy Center shines an interesting light on how consumers react when they realize how data is gathered. Check out this interesting summary on Print In The Mix. The issue of 1:1 marketing is a lot more complex than what one is led to believe.