VDP Drives Cross-Media

She finds personalized URLs valuable for marketing, as well as for updating, cleaning and adding to a client’s database. “Our customers aren’t thinking about what it costs to keep up their databases internally,” she says.

Mike Robben, owner of a Grandview, MO-based digital printing company ironically named Printing Impressions, shares the same view. He describes a successful and
ongoing campaign for sewing machine retailer Bernina in Kansas City that hinged on personalized URLs with the goal of increasing foot traffic to the store.