The professional print part, however, hasn’t really got simpler and neither the equipment nor the expertise to use it well are available for free. Printers with VDP experience will have overcome one of the biggest hurdles on the route to full cross-media, which is the ability to understand and work with data and databases.

The same principles are used for producing multi-channel communications, so although there will be new software to buy and to learn, the underlying concepts will already be familiar. The next step is to join the different channel actions together into an integrated campaign.


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