Definitions

Web2Print:

Web2Print, refers to the process of printing using a web site browser. The term Web2Print has been around for several years, but this print concept is gaining popularity in today’s world of cost cutting and efficiency improvement.

Web2Print is an advanced Print on Demand system that allows you to submit print jobs, conduct online prepress reviews/ previews and design, edit and approve templates for commonly used materials directly via a website portal. This form of printing is ideal for small businesses as it provides full control over your printing needs.

Print on Demand (POD):

Print on Demand (POD) is the process of digital printing in which materials are printed on an as needed basis. This type of print system is well suited for print runs of stationery such as letterhead, and business cards, catalogues, brochures, manuals, posters and marketing material.

The POD model is vastly different to traditional printing, where large quantities are produced. With POD, print materials are not printed until an order is required, allowing them to be printed singly or in small quantities. In today’s economic climate, POD has grown in popularity as it streamlines operations and improves efficiency.

Variable Data Print (VDP):

Variable Data Printing (VDP) is a type of digital printing where elements such as text, imagery and graphics can be changed across multiple printed pieces without impacting the print process. VDP uses variable information from a database or external file to customise printed materials.

As an example, a set of personalised letters each using the same layout, can be printed with a different name, address, text and images. VDP is commonly used for direct marketing, customer relationship management, advertising, invoices, statements and applying addresses on self-mailers, brochures or postcards.

Personalised URL (PURL):

A personalised URL (PURL) is a unique and fully trackable online address that is exclusive to the individual recipient. As an example, a PURL for customer Tracey Smith could be ‘abcbusiness.com/Tracey.Smith’. This PURL may greet Tracey by name, personalise content based on her preferences or information from a database, conduct a short survey and record her behaviour while on the site. The PURL could be a page on your website, a special offer, or a landing page created for a specific campaign.

PURLs are generally incorporated into personalised direct mail and eDM communications and are commonly used to gather customer and prospect data, drive leads and promote customer dialogue.

SMS or Mobile Marketing:

SMS marketing stands for (short message service marketing) and uses permission-based text messaging to send marketing communication. SMS marketing allows you to communicate anything from special offers, product updates, customer notifications and event registrations with a large group of people quickly and easily.

Successful SMS marketing campaigns typically send a short, concise message with a clear call to action. This call to action could be a website link, phone number or email address and is important in order to measure the SMS’ success.

EDM or Email Marketing:

eDM stands for Electronic Direct Mail and these are generally used by businesses to build brand loyalty or drive sales. An eDM campaign in its simplest form is focused on email send-outs or ‘blasts’. It involves building an email database of customers and potential customers and directly sending them email communications and promotional offers.

However, an eDM can involve more than just email communication. The best performing eDM’s utilise cross media channels to communicate and reinforce the campaign message. This is usually achieved through the incorporation of printed materials, digital promotion and SMS messaging.

Multi-channel Marketing:

Multi-channel marketing is the process of interacting with consumers using both direct and indirect communication channels. These often include direct channels such as print, websites, direct mail, catalogues and indirect channels such as events, email, blogs, mobile, social media, word of mouth etc. By using a combination of these channels to engage your customers, it allows them to respond and take action using the channel they prefer.

Want to learn more? Download our Smartcomm brochure or email us at info@smartcomm.net.au