The PODi European AppForum is due to take place in London on 24 and 25 September.

PODi Europe director Tony Hodgson said: "PODi has strong educational objectives and seminars will focus on areas such as cross media and print-on-demand. This event is quite advanced and not for the faint-hearted."

He added: "Despite economic problems the market is encouraging for print, some of it due to the 'mantelpiece effect'.

"If you receive direct mail it doesn't go in the bin immediately, but on to the mantelpiece where it is eventually opened - more than can be said for much email marketing. Print hangs around whereas digital tends to be much more ephemeral.

"Print has qualities that perhaps marketers underestimate and consumers quite like."

One of the presentations at next week's event will include a case study from specialist peronalised greetings cards producer Transarnia, which printed 650,000 personalised postcards at last year's London Olympics. Using a mobile app, visitors took photos, added a message and ordered a printed version to be sent.

Another event highlight will be a keynote presentation from David Cole, author of From Letterbox to Inbox, the DMA's first attitudinal print tracking report, which surveyed 1,232 UK adults. Cole will explain the findings and their impact.

The theme of PODi’s annual European AppForum this year is about creating customer value. The two-day conference will focus on the latest applications of digital printing and advanced data analytics in multi-channel marketing.

It will bring together digital printers, marketing services providers, marketing and data professionals to explore how online media, personalised content, big data and digital print interact to create new value streams for businesses and consumers.

PODi has also announced that HP will be a "gold sponsor" and conference contributor. Hodgson said the company "shares a commitment to the educational objectives of PODi". HP UK and Ireland marketing manager Julia Cole said her company has a strong affiliation with the organisation.

"The PODi European AppForum provides a platform for digital printers and marketing professionals to explore the benefits of using a mix of digitally printed marketing materials and online communications to achieve effective, creative and highly-targeted multi-media campaigns."

PODi is billed as the world’s leading independent organisation for digital printing. Its goals are to grow the market for digital print, help members expand their businesses and build a community of professionals who value sharing ideas and experience.

PODi has championed the use of personalisation, cross-media and web to print and built the world's largest collection of case studies of successful and innovative applications of digital printing. The European AppForum is produced by Individua, the PODi Affiliate for Europe.

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