Traditional printing and new data-driven print technologies are driving online and offline sales, converting browsers into buyers.

A funny thing happened on the way to a paperless world. After everyone built their websites, they learned one important lesson — websites don’t really go to anyone. So they sent marketing emails. And more emails. And they learned the digital world had quickly become a really noisy, overcrowded place. A place where the customer didn’t really care about your website that much, and especially didn’t like receiving your unsolicited emails.


What was learned is that outreach is still the domain of the printed page. Print goes to people and it resonates. Whether it’s large colorful catalogs, leads and sales built through engaging direct mail, leave-behind brochures and proposals, or awareness- and brand-building advertisements — print’s presence is resurgent. In an era of exploding digital content, recent studies now show that print is strongly preferred by buyers (even buyers in the age 18-34 demographic) as the best way to discover and learn about products and services, and the key to driving qualified and engaged web traffic that converts browsers into buyers.


The NEXT / GLS print technology continuum

The digital convergence of data collection and printing technology advances has opened up an entirely new world of strategic communication possibilities and high-impact marketing applications. Recognized globally as an innovator in print technologies, NEXT / GLS offers an unmatched print technology portfolio, secure SOC 2-compliant data management resources and deep experience to provide a complete spectrum of targeted print solutions, from mass communications to advanced strategic solutions that let you target your audience, market segments or individuals, in entirely new and more powerful ways.



Mass communications: “one-to-all” print

Reaching a large audience with an optimized version of your information is the traditional role of commercial printing. Intended for broad, general distribution, identically-printed mass communications such as catalogs, direct mail, brochures, and published materials such as magazines and newspapers, etc., are a proven means of generating awareness and inspiring action in the largest audiences possible.

Versioning and Segmentation: “one-to-many” print

Traditional sheetfed offset printing as well as our advanced “offset quality” digital printing technologies introduce the possibilities of communicating to the unique and common interests of your audience through versioned print, including pre-printed shells, inline plate changes and inkjet finishing.


Market segmentation communicates to distinct market personas using digital print technology and data to drive multiple print versions in any quantity with “on-the-fly” replacement of data-driven variables, including text and images. Segmentation also opens the opportunity to create multiple offers by audiences, the ability to split test messages and offers for conversion, or to create powerful dealer-targeted segmentation programs that drive localized traffic to storefronts, websites or dedicated landing pages.

Personalization and Individualization: “one-to-one” print

Driven by your customer data, your generated leads, or using purchased data sets in any combination, Data-Driven Print offers an unprecedented opportunity to reach your customers and prospects in the most personal and most relevant ways.


Studies show that even the simple step of personalization, introducing the customer’s name into your printed piece and offers, lifts direct mail response rates by an astonishing 3X to 10X over non-personalized mail, making it a worthwhile investment to use your customer and prospect data to engage at a personal level.


Individualization in printed materials considers deeper customer data to create print engagement and offers that are of the highest relevance to each person in your customer base or prospect set. Whether they are just entering your sales funnel or are fully engaged customers, individualization drives massive results in terms of engagement, customer retention and brand loyalty.

Hybrid Print: Next-generation innovation from merged print technologies

At NEXT / GLS, powerful and effective solutions are being forged through the innovative use of our integrated print technologies portfolio that lets us create targeted, higher-response solutions. One example is economical mass-produced magazines and catalogs printed on the web press, wrapped by data-driven, digitally-printed custom covers that target the interests and buying preferences of individual customers. Other examples include multi-element direct mail programs with interest-based segmentation, plus dealer and recipient personalization.


Hybrid print strategies are designed to provide the economies of mass production but feel like highly engaging, individualized communication, with the response lift and marketing advantages of one-to-one marketing. Ask us. We can show you how.

For the expanded version of this content describing

the power and possibilities of our print technology,

download our Data Drives Print whitepaper or contact

us today for a print copy and to receive more information.