Adobe InDesign CS4 Server

Personalized marketing

Also known as Variable Data Publishing (VDP) or one-to-one marketing, personalized marketing enables publishers to create compelling content that speaks directly to an individual rather than a broad group. Personalized marketers typically use solutions powered by InDesign Server to produce different iterations of a publication for every individual customer. Such differences range from changing text and images on a page to building entirely unique documents. These solutions include everything from postcards with unique messages and images to entire catalogs that could be based on a particular consumer's buying history.

Where traditional personalized marketing has often lacked the design and production values of a publication created by hand, InDesign Server enables marketers to automate professional design and layout. This creates engaging communications that result in more effective promotions and a more intimate relationship with customers.

Catalog creation

Today, retailers and catalog companies are under pressure to produce catalogs that are more up to date and better targeted to specific customers or opportunities. Catalog creation solutions allow them to automate the production of beautiful, professionally designed catalogs. In a typical workflow, publishers build sophisticated and flexible catalog templates using InDesign CS4 and then automate production using a data source and business logic. These solutions can either be inexpensive standalone applications driven by spreadsheets, or part of a broad and robust CMS, PIM, or catalog management system.

InDesign Server enables such solutions to dramatically decrease the time needed to produce professionally designed catalogs, without requiring the deployment of additional creative resources.

Brochure and collateral creation

The production of marketing collateral can be a time-consuming and difficult process that detracts from more business-critical tasks. Brochure and collateral solutions, often called web-to-print, provide a much more flexible workflow for producing and making changes to marketing materials. Creative professionals can retain control over the look and feel of marketing materials, while enabling nondesigners to edit and change specific page elements. In a typical workflow, designers create professional-quality templates using InDesign and other Adobe Creative Suite® components and make those documents available for editing in a web browser. Writers, editors, and marketing professionals then have the ability to add, edit, and change content such as logos, addresses, or product information. These solutions significantly improve the efficiency of collaborative workflows, while allowing brand managers to ensure the integrity of the final product.