The role of digital printing in a digital world

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Revolutionary print

Over the last 10 to 15 years, technology has drastically changed workplace attitudes and processes. Mobile devices, CRM systems, cloud computing and big data have all left implemented the way we work, run businesses and ‘do’ marketing.

Technology drives business value in four ways;

By enhancing connectivity

Automating manual tasks

Improving decision making

Innovating products and services.

In a world where we often experience digital overload, plus with advancements in digital printing, we can now see a whole new range of benefits and value created within print.

Print is not dead - it’s gone digital

The rise of digital printing has given marketers the ability to carry out small, targeted on-demand print runs. This is a big change from the days of mass offset printing, when marketing materials had to be produced in large quantities in order to achieve any type of cost efficiency, but there is still much change to come.

Digital print is rapidly growing, it has enabled marketing to and evolve print alongside a range of established and emerging digital channels.

Print’s place in the marketing mix

Print continues to have a place in the marketing mix - because it works.

Motivation from direct mail was 20% higher than digital’s, this is even higher when the print appeals to more senses beyond touch. (1)

When asked to cite a brand from an advertisement recall was 70% higher when exposed tp a direct mail piece. (1)

90% of adverting campaigns which included direct mail report a rise in acquisition. (1)

Adding touch to a campaign can increase its value by 24%. (2)

This is demonstrated by huge brands such Airbnb, Amazon, ASOS and Argos reinstating or launching printed magazines and catalogues.

Print has become a premium experience

We value unique experiences. In an age where we are continuously engaging with one screen to another, time with print has become, unique, excusive and valuable to the consumer. This is a great opportunity for brands to deliver premium associations with customers that are individual and stand out from the cluttered digital communications

We can maximise efficiencies

As many business processes have been digitalized companies may think they don’t print that much, however, printing amounts are often hidden across many different departments; marketing, sales, HR, office management. Digitalisation allows companies to optimise the process, streamline how things are printed and better organise and track just how much they are printing.

Print is now supporting sustainability

Print is of everyday life, and over the last decade or so this had been seen as wasteful, and the most effective way to contribute to sustainability around printing was to reduce paper usage, to minimize transport and to prevent waste.

With digital technology the process is optimised, we automate pre-press, we utilise the page, we are more accurate, make less mistakes, and can carry off Just-in-time delivery or on-demand printing. There is no longer a need to produce extras for ‘errors’ or ‘just in case’ scenarios significantly cutting waste generated and print’s favourability towards sustainable operations.

Combine all these technological developments and suddenly an industry that has been around for hundreds of years is becoming extremely agile; fit for modern marketing and allowing companies to make commercial printing an efficient, adaptable process in their company.

Sources
1) ELMA Pan European Census 2017