Digital Marketing - Data into Dollars
"We held off installing our own digital presses as long as we could," Hoefle notes. "For a while we even shared facilities with a printer that had DocuTechs. In the end, we found we had to have control over operation of the equipment for workflow reasons."
Digital Marketing's typical clients are Fortune 1,000 companies that have a distributed sales force. What these organizations are looking for is a way to gather customer intelligence from their sales forces and, in turn, use it in customized marketing programs that are directed by their field representatives, Hoefle says.
One of the custom software solutions developed by the company, Digital VIP, specifically addresses that issue. The Internet-based application enables users to manage their mailing lists and create customized mailers through a browser interface and dedicated Websites.
In this scenario, Digital Marketing works with the parent client to create customized templates that reflect individual salespeople or offices. Members of the field organization then can log onto private Websites to select the elements of the program they wish to use in a mailing campaign, interactively add variable content options and define the mailing list. They can preview the results on-screen.
A Colorful Tale
The company's road to adding color printing capabilities and in-house production had a couple twists and turns. In 1995, Digital Marketing became part of the Miner Group, a large printing company. The partners thought having access to the resources and existing customer base of a conventional printer would help them grow their digital services company much faster.
Soon after, the Miner Group purchased two Indigo digital color presses—an e-Print and Omnius—and installed them at one of its flexo facilities. Digital Marketing provided the front-end personnel and technology.
The digital agency continued to operate largely autonomously. In 1997, the separation became more distinct as Digital Marketing took over the e-Print and brought it on-site. The firm also acquired the assets of Digital Impressions, which had been the four-color, on-demand division of Deluxe Corp. Included in the deal was that company's human capital, primarily its sales/marketing and production staffs.