Graphics Production

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  • 1.  Report: '80% of marketers to ditch personalization by 2025'

    Posted 12-09-2019 16:32
    To me, this seems counterintuitive as many in our industry question the likelihood of the demand for personalization declining.

    With the packaging segment growth into digital printing, and companies like Highcon enabling the ability to produce high-speed personalized folding cartons; could Gartner be missing the mark here?



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    Bob Monte
    Strategic Account Manager
    EFI
    Austin TX
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  • 2.  RE: Report: '80% of marketers to ditch personalization by 2025'

    Posted 12-10-2019 10:27

    Just like with everything, what we currently know as "Personalization" will run its course. I think it already has in many ways. 

    The effectiveness of "Hello Seth," on a postcard should have already lost it's steam in my opinion. However, I do think that smart personalization is still going to thrive. Targeting ads, creating individual experiences for the recipients... those are more covert personalization methods and will continue to be used more and more in my opinion. 
    Simply printing someones name in the text is so basic that the "wow" factor has worn off. 

    Personalization Is Dead, Long Live Personalization! 



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    Seth Stokes
    President
    Launch Graphics
    Houston TX
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  • 3.  RE: Report: '80% of marketers to ditch personalization by 2025'

    Posted 12-10-2019 11:10
    Seth

    I agree with you. Marketers (and the printers who serve them) will have to learn to transcend novelty approaches to customization. I think next level approaches will be much more subtle -- the piece may no longer shout your name, and will instead feel "right" to the recipient, based on deep demographic knowledge. It's really taking the AI approach of Amazon (and many others) into the realm of print. Essential for success: Lots of data, and tons of processing speed.

    Dan Marx
    SGIA

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    Dan Marx
    Director of Content Development
    Specialty Graphic Imaging Assn
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