Print Renaissance

Louella Fernandes, Associate Director, Print Services and Solutions

Quocirca Comment
Print is not dead, rather it is being rediscovered as a way to disconnect from the noisy online world and find comfort in the traditional enduring value of the printed page. Since the invention of the Gutenberg printing press in 1440, the printed word has stood the test of time, enduring as a communications medium through the evolution of newspapers, radio, TV, mobile, the web and social media. Of course, today we are more accustomed to reading from screens rather than paper be it tablets or smartphones but our affinity for paper is unlikely to ever completely diminish. The prevalence of digital communications does not mean that printed communications will cease to be important. As with any new form of communication, the new does not necessarily replace the old. Radio did not destroy the newspaper; television did not kill radio and the internet did not eradicate television. A few years ago, the eBook was expected to spell the demise for the printed book. Yet after a period of explosive growth, indications for 2013 suggest that eBook sales growth has eased with sales up by just 5% in first six months of 2013. According to the Association of American Publishers and Nielsen, with an 86% share of Today, print is often not invited to the party, typically forgotten in the rush to reach consumers through online and social media channels. Many marketing departments may have completely migrated their advertising and marketing efforts to the web because of its cost effectiveness, traditional exposure such potential as print in and the convenience. But it is a mistake to overlook the methods marketing mix. Now is the time to differentiate with print and break through the online and email clutter. Whilst our email inboxes full to overflowing, empty. The consequence is that in this noisy online world, we are more likely to open a piece of targeted and relevant direct mail. The Direct Marketing response Association rates for (DMA) direct estimate are that 3.4% mail our letterboxes are relatively sales in the UK, print still accounts for the lions share of book sales. Print and digital therefore co-exist in the publishing industry, with both serving different customer needs. Similar trends are being seen in the print industry, which is challenged with staying relevant in an age of online distraction.

compared to 0.12% for email. Meanwhile, the DMA From Letterbox to InBox 2013 research

Print Renaissance

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2013 Quocirca Ltd

study

revealed

that

56%

found

printed

screen, and we often tend to skim read information on screen.

marketing to be the most trustworthy of media channels. Whilst online communications can offer immediacy, speed and efficiency, direct mail can have the edge when it is optimised with personalisation, particularly when integrated with digital channels. Businesses should therefore consider a

Digital integration. Personalisation can bridge the gap between print and the online world. For instance augmented reality or placing PURLS (personal URLs) or QR codes, can enable a call to action, directing a consumer to a website or special landing page. This also allows a business to track the effectiveness of direct marketing campaigns.

multichannel approach that combines the best of both worlds print and digital. By leveraging the power and effectiveness of print, businesses can create engaging, relevant, targeted and

So how can businesses integrate their print and digital marketing efforts? Many are adopting a cross-media strategy that brings together print, email, web pages and mobile marketing. This with means customising every document, web page, email or mobile message combined integrated reporting to track results and return on investment. One approach is to look to external print service providers, to help bridge the gap. Many are venturing into the world of cross-media, leveraging their digital print capabilities and exploiting the use of digital printing, variable data printing (VDP) and across customer multiple communications management (CCM) to deliver customised communications channels. Regardless of the channel, the ability to deliver relevant messages relies on the quality of customer data. So, ultimately, for organisations to truly reap the benefits of crossmedia marketing, data critical. Print is not dead it is not even close to extinction. Although our interaction with print quality is absolutely

response driven campaigns. Lets consider some reasons why print still matters: Tangibility. The tangibility of a printed page engages more senses than an online advertisement or email and carries a sense of prestige with qualities that cant be replicated on screen. Paper has a sense of permanence, until we decide to throw it away, whilst whereas emails can be deleted with a click and online advertising easily blocked.

Trust: Readers often trust the printed page and a high quality piece of targeted and relevant print can have authority and convey importance. Print is less intrusive than online media and is often perceived as more credible.

Retention. We are more engaged when reading printed material it demands the full attention of the reader, avoiding the distractions from the always-on digital world. Studies have shown that we absorb and remember more information when reading from paper than from a

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may be falling amidst an abundance of digital mediums, if targeted and relevant and integrated as an on-ramp to online channels, print remains an effective revenue-generating tool. In this age of distraction, print now has the opportunity to truly enjoy a creative renaissance.

Print Renaissance

http://www.quocirca.com

2013 Quocirca Ltd

About Quocirca
Quocirca is a primary research and analysis company specialising in the business impact of information technology and communications (ITC). With world-wide, native language reach, Quocirca provides in-depth insights into the views of buyers and influencers in large, mid-sized and small organisations. Its analyst team is made up of realworld practitioners with first-hand experience of ITC delivery who continuously research and track the industry and its real usage in the markets. Through researching perceptions, Quocirca uncovers the real hurdles to technology adoption the personal and political aspects of an organisations environment and the pressures of the need for demonstrable business value in any implementation. This capability to uncover and report back on the end-user perceptions in the market enables Quocirca to advise on the realities of technology adoption, not the promises. Quocirca research is always pragmatic, business orientated and conducted in the context of the bigger picture. ITC has the ability to transform businesses and the processes that drive them, but often fails to do so. Quocircas mission is to help organisations improve their success rate in process enablement through better levels of understanding and the adoption of the correct technologies at the correct time. Quocirca has a pro-active primary research programme, regularly surveying users, purchasers and resellers of ITC products and services on emerging, evolving and maturing technologies. Over time, Quocirca has built a picture of long term investment trends, providing invaluable information for the whole of the ITC community. Quocirca works with global and local providers of ITC products and services to help them deliver on the promise that ITC holds for business. Quocircas clients include Oracle, IBM, CA, O2, T-Mobile, HP, Xerox, Ricoh and Symantec, along with other large and medium sized vendors, service providers and more specialist firms.

Full access to all of Quocircas public output (reports, articles, presentations, blogs and videos) can be made at http://www.quocirca.com

Print Renaissance

http://www.quocirca.com

2013 Quocirca Ltd