May 19, 2013. Dubai, UAE. Atlas Group, one of the Middle East's leading print and publishing houses, has launched its APM division to meet the evolving needs of the region's marketeers. APM, which stands for Atlas Precision Marketing, offers organizations personalized, relevant communication, leveraging variable data printing to fully customize the message that is imparted to target clientele.
To stay ahead of the game in this era of digital overload, especially in a fiercely competitive market such as Dubai, companies must seek out new and effective ways to speak directly to their customers, which is where precision marketing can play its part. Research shows that consumers are bombarded with over 5,000 marketing messages every day - worldwide, 294 billion emails are sent, 534 million Facebook updates are posted, not to mention 400 million tweets. Precision marketing enables businesses to retain, cross-sell and up-sell to existing customers, with relevant target material to the individual. The technique works by identifying consumers' personal preferences, as well as collecting and analysing their behavioural and transactional data, then reacting to this information to create unique, individualised communications to a customer database.
According to Atlas Group's CEO, Amit Radia: 'Precision marketing is proven to offer greater response rates, increased customer loyalty, and further revenue opportunities than traditional methods of customer communication. Each message is fully customized for target clientele, leveraging variable data printing to offer personalised, relevant communication.'
At APM, precision marketing can be utilised across a variety of platforms, including variable data, campaign and loyalty programmes, database management and reporting, transpromo and web-to-print portals.
Jonathan Day, divisional head at Atlas Precision Marketing (APM), adds: 'Offering a hosted platform, APM's variable data printing (VDP) and marketing adapts key elements such as text, graphics and imagery to target individual users on a company's database. It goes beyond traditionally personalised collateral (such as e-blasts, letters, invoices or statements), to offer everything from bespoke VIP print solutions and customized brochures to transpromotional mailouts. In simple terms, precision marketing delivers key messages to the right person, at the right time, and through the right channels. Precision marketing is the key to separating an organisation from the rest of the pack.'