DIGITAL Digest

During a final wrap-up session, Noel Ward of OnDemandJournal.com, pointed out how cross-media messaging dramatically increases the impact of direct mail. PURLs (personalized URLs) and e-mail can both be used to help gather data by adding touchpoints, he said.

Ward also stressed that market demand for variable data printing is growing, and a window of opportunity is open to those that forge ahead now. Data is king, he added.