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Print Renaissance

Print Renaissance

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Published by quocirca

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Published by: quocirca on Oct 30, 2013
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10/30/2013

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Print Renaissance
 
Louella Fernandes, Associate Director,Print Services and Solutions
Quocirca Comment 
 
Print Renaissance http://www.quocirca.com © 2013 Quocirca Ltd 
Print is not dead, rather it is being re-discovered as a way to disconnect from thenoisy online world and find comfort in thetraditional enduring value of the printed  page.
Since the invention of the Gutenberg printingpress in 1440, the printed word has stood thetest of time, enduring as a communicationsmedium through the evolution of newspapers,radio, TV, mobile, the web and social media. Of course, today we are more accustomed toreading from screens rather than paper
be ittablets or smartphones
but our affinity forpaper is unlikely to ever completely diminish.The prevalence of digital communications doesnot mean that printed communications will ceaseto be important. As with any new form of communication, the new does not necessarilyreplace the old. Radio did not destroy thenewspaper; television did not kill radio and theinternet did not eradicate television.A few years ago, the eBook was expected tospell the demise for the printed book. Yet after aperiod of explosive growth, indications for 2013suggest that eBook sales growth has eased withsales up by just 5% in first six months of 2013.According to the Association of AmericanPublishers and Nielsen, with an 86% share of sales in the UK, print still accounts for the lion
’s
 share of book sales. Print and digital thereforeco-exist in the publishing industry, with bothserving different customer needs. Similar trendsare being seen in the print industry, which ischallenged with staying relevant in an age of 
 “online distraction”.
 Today, print is often not invited to the party,typically forgotten in the rush to reachconsumers through online and social mediachannels. Many marketing departments mayhave completely migrated their advertising andmarketing efforts to the web because of its costeffectiveness, exposure potential andconvenience. But it is a mistake to overlook thetraditional methods such as print in themarketing mix. Now is the time to differentiatewith print and break through the online andemail clutter. Whilst our email inboxes full tooverflowing, our letterboxes are relativelyempty.The consequence is that in this noisy onlineworld, we are more likely to open a piece of targeted and relevant direct mail. The DirectMarketing Association (DMA) estimate thatresponse rates for direct mail are 3.4%compared to 0.12% for email. Meanwhile, theDMA
 “From Letterbox to InBox 2013” research
 
 
Print Renaissance http://www.quocirca.com © 2013 Quocirca Ltd 
study revealed that 56% found printedmarketing to be the most trustworthy of mediachannels. Whilst online communications can offerimmediacy, speed and efficiency, direct mail canhave the edge when it is optimised withpersonalisation, particularly when integrated withdigital channels.Businesses should therefore consider amultichannel approach that combines the best of both worlds
print and digital. By leveraging thepower and effectiveness of print, businesses cancreate engaging, relevant, targeted andresponse driven campaigns.
Let’s consider some
reasons why print still matters:
 
Tangibility.
The tangibility of a printedpage engages more senses than anonline advertisement or email and carriesa sense of prestige with qualities that
can’ 
t be replicated on screen. Paper has asense of permanence, until we decide tothrow it away, whilst whereas emails canbe deleted with a click and onlineadvertising easily blocked.
 
Trust
: Readers often trust the printedpage and a high quality piece of targetedand relevant print can have authority andconvey importance. Print is less intrusivethan online media and is often perceivedas more credible.
 
Retention.
We are more engaged whenreading printed material
it demands thefull attention of the reader, avoiding thedist
ractions from the “always
-
on” digital
world. Studies have shown that weabsorb and remember more informationwhen reading from paper than from ascreen, and we often tend to skim readinformation on screen.
 
Digital integration.
Personalisation canbridge the gap between print and theonline world. For instance augmentedreality or placing PURLS (personal URLs)or QR codes, can enable a call to action,directing a consumer to a website orspecial landing page. This also allows abusiness to track the effectiveness of direct marketing campaigns.So how can businesses integrate their print anddigital marketing efforts? Many are adopting across-media strategy that brings together print,email, web pages and mobile marketing. Thismeans customising every document, web page,email or mobile message combined withintegrated reporting to track results and returnon investment.One approach is to look to external print serviceproviders, to help bridge the gap. Many areventuring into the world of cross-media,leveraging their digital print capabilities andexploiting the use of digital printing, variabledata printing (VDP) and customercommunications management (CCM) to delivercustomised communications across multiplechannels. Regardless of the channel, the abilityto deliver relevant messages relies on the qualityof customer data. So, ultimately, fororganisations to truly reap the benefits of cross-media marketing, data quality is absolutelycritical.Print is not dead
it is not even close toextinction. Although our interaction with print
 
 
Print Renaissance http://www.quocirca.com © 2013 Quocirca Ltd 
may be falling amidst an abundance of digitalmediums, if targeted and relevant and integratedas an on-ramp to online channels, print remainsan effective revenue-generating tool. In this ageof distraction, print now has the opportunity totruly enjoy a creative renaissance.

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