Also known as VDP or one-to-one marketing, personalised marketing allows publishers to create compelling content that speaks directly to an individual rather than a broad group. Personalised marketers typically use solutions powered by InDesign Server to produce different iterations of a publication for each 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 to entire catalogues that could be based on a particular consumer's buying history.
Traditional personalised marketing has often lacked the design and production values of a publication crafted by hand. InDesign Server lets marketers automate professional design and layout, resulting in engaging communications that create more effective promotions and a more intimate relationship with customers.
Today, retailers and catalogue companies are under pressure to produce catalogues that are more up to date and better targeted to specific customers or opportunities. Catalogue creation solutions allow them to automate the production of beautiful, professionally designed catalogues. In a typical workflow, publishers build sophisticated and flexible catalogue templates using Adobe InDesign software and then automate production using a data source and business logic. These solutions can either be inexpensive, stand-alone applications driven by spreadsheets or part of a broad and robust CMS, PIM or catalogue management system.
InDesign Server enables such solutions to dramatically decrease the time needed to produce professionally designed catalogues, without requiring additional creative resources.
Brochure and collateral creation
The production of marketing collateral can be a time-consuming 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 updating 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 Cloud™ 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 protect the integrity of the final product.