Tag Archives: Digital Printing

The best of 2015. From interactive print to multichannel

My final blog post to round up 2015. Death_to_stock_photography_weekend_work (9 of 10)

Like you, I’m sure you are sitting at your desk wondering how this year came and went. Sure scares the heck out of me.

Although the world has been troubled and unstable, marketing, social media and print are holding their own.

I think 2015 has really been about making content and marketing work better through cross media marketing and personalisation.

Connect Connection Networking Communication Concept

Companies are waking up to the knowledge that it isn’t good enough emailing or sending a generic marketing piece whether it is print or electronic.

It is about understanding your audience and knowing how to ensure that they get the information they need.

This is easier said than done.

I read a lot about ‘big data’ how organisations need to monopolise data capture and customer data to get the sales pitch right.

No one really knows what big data is and what impact it is having.

In reality big data is a load of data that has been captured either digitally or via traditional methods, like direct mail, web, social media interactions and then entered into a CRM type system.

Then comes the pondering moment, what the heck do we do with all this data?

multichannel servicesMy posts this year focussed on the importance of using print with digital methods of communication, ensuring the customer has the choice how they choose to receive information.

Augmented Reality is still in its infancy optimised by magazines, newspapers and larger organisations.

I expect to see this develop as we all see the benefits of reading something in the physical world before being transported into the digital world.

In March I introduced you to multichannel services – what is it and what are the benefits.

Multichannel marketing is the ability to interact with customers on a number of different platforms giving the customer the choice.

multichannel servicesMultichannel service works similarly allowing customers to simultaneously access their transactional information like invoices, statements and payslips online or being given the choice of receiving a physical printed document.

What makes multichannel so appealing is the fact that any of the above information can be accessed via a smartphone and I wrote about the benefits of it here.

In July, I reported on the Royal Mail’s findings following a survey they conducted into email and print marketing.Stacked Mail

There is a genuine misconception that print is on the decline but the report found when used in conjunction with email marketing it is an effective marketing tool.

The point I’ve tried to convey during this year is that we don’t need to be solely in the digital world.

Customers want to be able to access information on a variety of devices when they want to and not be forced into making a choice.

Print and digital work well together, print is now the first touchpoint before the consumer is taken into the digital world via QR codes or AR (Augmented Reality).

qr code on smartphone screenPrint use to be the end of a marketing campaign now it is the start of a journey for the consumer to make a purchase.

One of the services we provide at Digital Print Management is our Print-2-Mail service.

It is a great way for companies to mail out residual statements and invoices, for those customers that won’t or can’t accept electronic equivalents.

One of the reasons hybrid mail is so useful is the ability to upload documents from your desktop, we take care of the rest and it is cheaper than doing it in house.

In November I attended a really interesting seminar on the transformation of print in an ever changing world.

Unsurprisingly speakers from big organisations including Sky were adamant that print plays a crucial role in their marketing initiatives.

Far from being dead, print is not better than digital it is simply another way of consuming information and is demographic dependent.

Producing content means that we really do need to think about where our audience is, are they mobile, internet based?

Marketing departments have to produce content that is digestible on all platforms from print to web, online and social media.

I end where I started, in my penultimate blog ‘the future of interactive print’.

I emphasise the importance of using print as well as electronic means of communication by optimising new technologies such as interactive print (AR).

Making content come alive on the page and jump out at you is a fun way to really engage with an audience that is continually bombarded with mass information.

Wherever you consume information and whatever your thoughts on print and digital the argument will continue.

Our world is so fast paced and we are forever being bombarded with information.

Sometimes winding down with a good book or magazine without the distractions of pop up ads and links takes us away from reality and into a place of calm and slowness.

I hope you’ve enjoyed my posts this year and I appreciate the time you have taken to read and share my content.

I hope that they have been useful.

From all of us at Digital Print Management…

Happy New Year Hanging Baubles Blue Bokeh Beautiful 3D








Print or digital? Do we really need to choose?

Print or digital? Do we really need to make a choice?

Whilst holidaying in Spain I couldn’t help but notice what seemed to Print or digital? Do we really need to choose? be a resurgence in books and newspapers.

There were tablets and kindles in use but inwardly I thought umm not all bad news for print.

The world today is defined by how we receive and digest information from news, opinions, interviews, advertising in print or digital format.

multichannelPrint media, television, online mobile and social media are all part of our everyday lives that help us gain access to the information we need or want.

Digital Print Management has also seen a resurgence in print specifically hybrid mail or our branded Print-2-Mail.

The recession forced many companies to re-think how and what they printed and how to save money doing it.

The cost of printing and mailing inhouse is an obvious area to outsource step in Print-2-Mail a mailing desktop solution that delivers the same service but 60% less than the cost of doing it in house.

Much of the information we now receive is sent through email or made available online and consumers are demanding how they want to receive their information.

Multichannel servicesAutomating the process of print and mailing documents and providing an online version for those customers that only wish to receive it in an electronic format is all made possible through multichannel distribution of documents.

Customers are wanting to access personal and confidential information on different devices as well as having the choice of receiving a paper version as well.

multichannelFrom a single data file sent by the customer, documents can be printed and mailed to those recipients that want a paper document and made available online to those who only want to view it online;  if they want both they can have both.

Print works best when used with other media from magazines, direct mail, social media, television, newspapers and print can also bridge the gap between paper and digital using QR codes, Augmented Reality and NFC (Near Field Communication)

Print and digital innovations only increase the effectiveness of print media as well as improving the customer experience so next time you are thinking print or digital ditch the idea and make sure you use both.

The integration of print and digital is a marriage made in media heaven.

How does print management fit into our digital world?

I’m a big advocate of print as part of your marketing strategy, I CMYK printing conceptbelieve it’s a great way to engage with your customers in the first instance and a great place to start their buying journey.

When it comes to marketing material, print arouses the senses notably sight and touch unlike its digital counterpart, print gives customers something physical to hold, to browse through and is easier to refer back to when needed.

The print industry embraced the digital world back in the early 90’s.

Think digital printing – short run in any number of variations and types, highly personalised and customised.

print word in letterpress typePrint was the leader in optimising personalisation and customisation in the online world.

Where do you think the big brands got their ideas to drive customer engagement with personalized messages and customised landing pages?

Print of course!

Does print management still fit into our social media and digital world?

I believe it does.

In the past, companies had no idea what their print spend was, senior executives had no idea about the number of print devices in use, the cost of paper and supplies, let alone the cost of the overall print bill, excluding corporate stationery and items.

Times have changed and although social media marketing has in some respects taken the lead, print is now one very important part of the content marketing process.

Print marketing has benefited from changes in our industry making it more cost effective for organisations to send out highly personalised marketing information and then following this up with social media campaigns so the customer can follow the brand, company or purchase.

Some may think that print management is finished and that print based marketing is no longer needed in an ever changing social and digital world.

But they are wrong. Think business cards, leaflets, brochures, packaging, posters and invitations.

With the rise of cross media marketing which includes but is not limited to variable data print, personalised URLs (PURL), podcasts/webinars, email and social media, physical print marketing plays an active role.

For example variable data print which includes direct mail, posters, brochures and giveaways – anything that can be printed with the customer’s name, company or a content specific message.

In my last post I talked about how to add value to your print through the use of AR and QR codes.

Similarly adding a PURL enables you to capture a prospect at the point of interest.

When?Optimising a personalised web address means that you now have a way of measuring their interest and the technology to evaluate where they are in the buying journey using analytics which can report the landing pages they have arrived at.

Cross media communications are designed to move the prospect across the different media using “calls to action” with each touch point teasing the buyer to take further action and move onto the next platform.

Where does print management fit in?

Simple. Print management companies are experts in the total management of a company’s print marketing requirements – marketing print, financial print and more.

Print management means accessibility to the latest innovations not just in print but in design, new technologies like AR that can all add value to your marketing initiatives.

Being able to work with an outsourcing partner that can manage and integrate the various channels of communication makes it a very effective way of maximising business efficiencies and savings.

Empty asphalt road towards cloud and signs symbolizing success aThe marketing officer gains expertise, consultation, access to a variety of multi-channel distribution networks, brand consistency and major cost benefits