Why Print Will Not Become Obsolete in the Digital Age


The following is by Eric Hawkinson, Vice President, Marketing for Canon Solutions America:

Eric Hawkinson - Canon USA

Today, emerging technologies are constantly redefining how we do our jobs as marketers based on what is truly effective. The competition for our audience’s attention is fiercer than ever as virtual media becomes more accessible and digital media capabilities grow. However, the impact of print marketing shouldn’t be underestimated.

According to a 2016 survey by MarketingSherpa, 82 percent of U.S. internet users trust print ads when making a purchasing decision, more than any other medium. Additionally, when it comes to the likelihood of a purchase, print ranks as one of the top most influential mediums according to a December 2017 study by Clutch.

Below are some tips on how to incorporate and maximize print in your next campaign.

Dare to be Bold

Inkjet printers offer the ability to produce high quality, artistic prints in bright, bold colors on a wide range of mediums – from high-quality manufactured papers to more non-traditional products like handmade papers or even fabrics. Pairing an interesting medium with bold color can be key for reaching your audience.

What you should know about inkjet printers is that there are two types of inks used and both have different advantages based on the surface you are choosing to print. Inkjet printers using dyes produce color that can be exceptionally deep and vibrant for more porous surfaces. The second type of ink, pigment, is better for most types of matte or dull papers because the encapsulated color particles sit on top of a surface.

It is anticipated that 2018 will be the year of graphic arts in print, bringing with it new technologies such as inkjet and other solutions to produce vibrant, attention-grabbing displays.

Add Another Dimension

For a campaign with rich content, consider inviting your audience to go beyond a print piece by exploring virtual reality. New smartphone technologies make it easy for your audience to unlock additional content beyond a poster or display by scanning an embedded marker, which helps maximize your reach and return on investment.

Print on Demand

Creating and distributing relevant materials efficiently is an important step in maximizing an investment in print. Adapting a print-on-demand (POD) business model allows marketers to meet demand by printing what is needed as it’s needed. This offers a number of benefits such as time, space and cost savings on materials.

POD allows publishing companies to not only reduce waste, but personalize products, too, so printed materials stand out. Gone are the days where warehouses are filled with unused product – POD allows for you to make changes on the fly and customize your product to your customers.

Read more Brandspeak columns. Interested in contributing your POV? Drop a line to editor@brandchannel.com.


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