Undoubtedly, digital is here to stay, but contrary to what the population thinks, the print media is not dead. So let’s explore how printing can keep up with the changing media landscape and what value it offers. So know a little about the future of print media in the digital age.
The future of print media in the digital age
The ease with which online platforms and social media channels allow content to be disseminated and subsequently measured makes digital content a valuable public relations and marketing tool.
The impression is all around us and continues to play a vital role in our daily lives. And with fake news credited with everything from manipulating elections to overthrowing dictators, most people now think twice about how to digest their information.
According to the reports, only 24% of the current population trusts the opinions of Twitter, Facebook and Instagram when looking for news and information. It is not yet known whether this distrust permeates all digital platforms and triggers a total resurgence in traditional print media – but that means that people are at least considering it.
The visual and creative freedom offered by printing is still appreciated by brands, agencies and designers. With scale and total freedom to implement brand ideas without real limits beyond dimensions, printing is a format that allows for excellent creative design. But you cannot afford to stand still.
With the expectation that print media will become increasingly vibrant, engaging and tactile with a premium touch, the industry needs to continue innovating and diversifying its offer to keep up with changing trends. You can now print complexly on material that looks like wood or metal; or embed the grid in the image of a luxury car to get the latest flyer, for example.
The digital printing revolution has already helped enable great innovations and will continue to do so. Digital printing is now incredibly sophisticated and can offer highly detailed, tactile printing on a wide variety of materials, without compromising on the quality or cost of shorter, custom runs. So you have minute details of traditional lithographic printing, but now you have the ability to deliver them quickly and economically. This allowed brands to realize the enormous immersive potential of printing without the restrictions that previously held them.
Printers are also working on expanding their overall service package and trying to innovate. Professionals in the field believe that brands are now more than ever open to suggestions and willing to adopt their knowledge. This may mean that we see the boundaries between printing, public relations, marketing and advertising merging further in the future.
In the era of click-through rates, impressions, likes and retweets, it is essential that the impression proves its value, demonstrating measurability and, mainly, cost-benefit. And while the cost of raw materials and printing stamps has increased, printing is still cheaper now than it was 20 years ago.
However, only after considering the possible return on investment, can you accurately consider where the best value for money is. Take the brochures, for example: a basic marketing material. Research shows that the initial acceptance of online and printed booklet purchases is almost the same as before the plateau, but there is usually a second peak when people pass the brochure or collect it. They think this is not exclusive to older generations, but also to Internet users who may find it interesting to receive personal and targeted print materials in an age of impersonal digital saturation.
These printed materials also came from the more deliberate commitment to sign something to be sent on the post, rather than by email. This can imply a greater likelihood of people getting involved with it and, ultimately, a greater chance of converting sales.
Actions for the future of print media in the digital age
Time is always a factor in marketing or advertising. The ability of digital channels to launch campaigns at any time and remove, reschedule and edit them efficiently has led the printing industry to invest huge expenses to keep up with increasingly short delivery times and rising expectations.
Traditionally, printing was considered a lack of flexibility due to its reliance on booking and artwork deadlines, but modern technology is helping the industry keep up with demand. Online review; files sent directly to the press; 24 hour printing; and being ready to print in just six minutes are all the innovations we introduced to help optimize our service.
The introduction of digital has clearly disrupted the printing industry, but reports of his death are premature. We are seeing examples of print media connecting with your customers in more meaningful ways. As well as offering products and services that leverage your print heritage. But they also connect perfectly to the digital and online world. Without a doubt, the Digital era is here to stay. However, printing remains a crucial element of any successful integrated campaign and should not be overlooked.
With the awareness that print media can coexist, as well as being an ally of digital marketing.