Written by Bill Michael
eMarketing Manager, Xerox Corporation
We live in a digital world; always-on, always-connected, and growing more so by the day. Information disseminates almost instantaneously, yet our thirst for more suggests we are trapped in a desert. It’s come to the point where the hospitality sector has even dubbed a term, ‘Digital-Detox’, as a way to encourage guests to unplug and unwind. Yes, today’s digital world is having an impact on all industries; and the print, advertising, and design communities are not immune. Despite an abundance of digital mediums (email, social media, web, e-readers, mobile, etc.), print remains an effective, revenue-generating tool.
A blog post by Lisa Rawa, Marketing Manager for Printing Industries of America, spoke to the value of print as an integral component of a successful campaign. She stated that when combined with online, digital technologies – you have all the makings for an effective communication tool. In fact, recent studies showed 76% of small businesses stated their ideal marketing mix was a combination of print and digital advertising. It also found 67% of online searches are driven by offline messages, with 39% ending with a purchase. Research found by Printing Industries of America showed websites supported by a printed catalog yielded 164% greater revenue than those that are not.
The influential role print plays in impacting purchase decisions should not go unnoticed. The graphic design, print, and creative communities may find great interest in a March 2013 study conducted by VTT, gauging consumer response to advertising in various mediums. The effectiveness of print was clear, as consumers scored advertising in print media as the most trusted medium; higher than television and Internet advertising. Nearly 7 of 10 consumers said advertising in print was the most important and influential in supporting purchase making decisions.
So how does print find its place among all these digital devices and technologies that allow users to always stay connected…and what must print provide in order to stay relevant and effective? Susan Weiss, Manager of Worldwide Customer Business Development, discussed this in an interview with Hdemo Network, citing the unique applications enabled through digital printing. With personalization, augmented reality, PURLs, and QR codes – to name a few – print has the ability to cut through the clutter, engage with the recipient, and act as a bridge to the online world. This is critical for marketers and brand owners communicating their products and services.
By making this connection, print and creative communities can tap into multiple communication channels and deliver substantial value to end-users, as well as boost their own bottom line. InfoTrends found firms offering cross-media marketing services were able to boost their digital printing volumes by 14% on average. Alphagraphics of Winston-Salem, North Carolina, used a cross-media campaign of their own to promote an open house event and tout their services and offerings. The campaign incorporated a cross-channel mix including print, e-mail, QR Codes, and PURLs – generating more than eight new orders from current customers for new projects.
Want to learn more about the enduring power of print? Check out the replay of our Google+ Hangout, which discussed the future of design and print, blending print and digital approaches, innovations that are making print smarter and greener, and why good design is critical to business success.
Interested in topics similar to the enduring power of print? Check out:
- Promoting Value of Print: Communication that is Environmentally and Socially Responsible
- Fan of Travel Guides? You Aren’t Alone.
- Craving Offline Experiences: In Today’s Digital World, Do You Turn to the Physical and Tactile?
Xerox was joined by Gordon Kaye, editor and publisher of Graphic Design USA Magazine (GDUSA), Ilana Greenberg, creative director for GDUSA, and Carlos Perez, creative director for Anderson Direct Marketing, during the Google+ Hangout.