Direct mail can leverage emerging technology
When it comes to sending out direct mail marketing materials, many industry professionals have been able to leverage emerging technology to their benefit.
In a recent article for What They Think, Gareth Ward writes that digital technology will continue to grow at a rapid pace over the next few years.
"To date digital printing has left packaging alone while expanding in publication print," he writes. "Over the next year or so that is going to change as existing electrophotographic technologies clash with inkjet systems to win market share in a sector where the arguments in favour of short run and just in time printing are gaining ground."
In an interview with the publication, Alon Bar-Shany, vice president and general manager of HP's Indigo division, said that digitally printed packages would account for 10 percent of the market when it came to label printing. He went on to say that his firm would be introducing new initiatives to help those in the sector.