- 社団法人 日本印刷学会
- 日本印刷学会誌 (ISSN:09143319)
- vol.48, no.5, pp.305-309, 2011 (Released:2011-11-15)
Nowadays, we are exposed to a many advertising messages. But most of these messages are of no interest to us. Companies have to consider targeting individual consumers so that a consumer's exposure to a company's products or services is maximized. There are two important points. One is "Cross Media Marketing" and the other is "Relevancy." Digital printing technology is required to produce personalize printed copies that can interest consumers with relevant information. Additionally, much better results can be achieved by using a combination of e-mail and the Web together to communicate with consumers. Success in the digital printing business space warrants that a company should think from the customer's viewpoint, and have a thorough understanding of their needs.