Tag Archives: Print

The transformation of print in a multi-channel world

That was the theme of a conference I attended in London last week.

Is print finished? The transformation of print in a multi channel world

It is transforming and is a crucial element of the digital media world we live in.

Print is the first touchpoint for the recipient to touch, feel, read and even smell before they enter the digital world.

Surprisingly of the eleven speakers, not one tried to bury print.

I was expecting at least one speaker to talk about the demise of print but whilst everyone in the audience and speakers agreed that print has declined in the newspaper sector, the opposite is happening in magazines, direct mail and general print.

In 2015 £13.9 billion was spent on print, in 2010 it was 14 billion so print is holding its own during one of the most turbulent economic climates we’ve experienced in the last thirty years.

the transformation of print in a multi channel worldPrint is adapting and so are the manufacturers of print who recognise the need to provide a digital and physical version for people to consume content.

Content producers are all too aware that it is the content that matters and not the medium.

Producing content means we really need to think about the audience. Are they mobile users and internet-based or do they prefer the written word?

Measuring consumer engagement for example how long they spend reading content is far more relevant than where they actually consume it, in print, in digital format on the web or via mobile device.

Print is not necessarily better than digital it is simply another way of consuming information and is demographic dependent.

Deloitte discovered that while we may The transformation of print in a multi channel worldperceive that books are on the decline the reverse is true. 8% were in favour of physical books rather than e-books.

A tablet offers an immediate immersive reader experience, print is a slow burner.

One of the main characteristics that were highlighted at the conference were the statistics demonstrating people’s desire to slow down and enjoy content rather than feeling compelled to consume it instantly.

Reading content on a phone or tablet is quick and responsive it also comes with a heap of distractions leaving you anxious and stressed.

Reading physical print you ‘make time’, tablets and smartphones it is about ‘fill time’.

Advertising messages tend to be forgotten because the mobile experience is faster but is stressful as we are under fire from popups and ads.

Whether content is read on a tablet or in print the emotional reactions to the content tend to be similar but it is the actual content that determines how and where we consume it.

The transformation of print in a multi channel worldPlatform VS content drives how it is read.

Make content snackable or bite-sized in a digital format is easier to digest.  Physical print is easier to read for longer periods and there are no distractions.

Digital technologies allow a brand to use more personal touchpoints to engage with the audience and in a self-centred world, it is about building relationships through personalisation.

Take Coke’s branded bottle campaign of 2014. What a great example of the benefits of personalisation.

Personalising individual bottles with Christian names led to a 7% increase in consumption, a 2.1% increase in sales and 18.3 million impressions.

Coke’s marketing goal was to engage with a younger audience and they achieved this by making it personal and individual.

The physical printing of names on the bottle created greater engagement, interaction and differentiation.

Digital brands notably Google, Net-A-Porter, Apple, Facebook, Linkedin and Airbnb are some of the large brands combining print with their digital marketing.

The tech companies insist that the best way for brands to reach consumers is via digital communications, they too have seen the benefits of print advertising to connect with audiences.

Google, in 2013 spent £5m on outdoor advertising and £3.5m on press ads, likewise LinkedIn created a direct mail pack in 2014 to announce it had reached 15 million UK subscribers and to promote the launch of its student hub after it emerged that students were one of its fastest-growing cohorts.The transformation of print in a digital world

Print is meaningful, emotional and enhances the reading experience.

In 2014, we spent £1.3 bn on magazine media with 73% of the adult population subscribe to a monthly magazine, in either digital or paper format.

Leading magazine brands are writing their exclusives in print and delivering snippets of information via social media. Vogue magazine has an estimated viewing time online of 9.02 minutes with an average of fifty minutes per issue readership.

Microsoft concluded from research that the changing nature of attention has now decreased from 10 to 8 seconds on a mobile device. This means if the advert is irrelevant or doesn’t hit the spot then the reader leaves.

The argument should not be focused solely on if digital or paper is better. It should be how to effectively monopolise both formats used together coupled with the right platform to deliver the marketing message.

Secure print tracking software and why organisations need it.

Integrated print management software ensures printed documents are secure and remain confidential.

Secure printing for any organisation is vitally important where sensitive information is concerned. Using secure print tracking software is essential in maintaining an organisations credibility.

Any breaches of the Data Protection Act of 1998 can lead to fines issued by the ICO (Information Commissioners Office).

Professional services companies and local government organisations are particularly susceptible where client data is concerned.

The days when reams of paper were left discarded at the printer should be long gone; leaving confidential information for anyone to pick up and read is careless in today’s office environment.

Sensitivity of data is paramount particularly in departments of local government such as childrens’ services who deal with sensitive data on a day to day basis.

Implementing a secure print management solution and secure network printing ensures that only the person who prints the information can collect and view it using user authentication.

Case study

For one City Council this proved to have a serious effect on the department and yet the situation could easily have been avoided. Two case workers who work with vulnerable children, printed reports to a shared network printer with no secure print software in place.

The first case worker was trying to print a report on child A but the device failed to print, the case worker left with the print job still in the print queue.

The second case worker then went to print a report on child B from the same device by which time the first case workers report had actually printed.

Both prints outs were collected by the second case worker who mistakenly and unknowingly picked up papers relating to child A.

As a consequence of this, the mother of child B was sent personal details of both child A and child B. This was reported to the ICO and the city council.

The mother of child A was also contacted by mother of child B and advised of this breach in confidentiality.

This incident happened because of human error; it wasn’t done intentionally but in this instance it caused embarrassment to the council. The incident was further compounded by the lack of secure print management software. The printing and despatch of sensitive data to clients did not include adequate checks.

Steps taken

As a direct result of the mis-management of information the council installed a new printing procedure requiring staff to enter an ID at the device before their documents can be printed and released.

Any documents which are not printed within twelve hours are auto-deleted from the print queue. This removes any unwanted print jobs from the system.

“Integrated print management software ensures printed documents are secure and remain confidential” 

Setting up print management software that networks printers and MFPs (multi-functional printers) is the the most effective way for safe guarding against print mis-management which can potentially lead to data protection breaches.

Print tracking software saves time and money and is the easiest way of avoiding data protection breaches.

Print tracking software saves time and money and is the easiest way of avoiding data protection breaches.

Benefits of print management software

  1. User authentication before the print job starts means that only authorised people can collect their finished print jobs
  2. By enforcing print rules, print jobs can be allocated to the most economical and efficient printer
  3. There is a potential print saving of up to 30% on print costs
  4. With an effective print management tracking solution in place, printed jobs are only printed when authorised reducing paper wastage and complementing a greener office policy

If you require more information on how setting up a secure print management solution or print tracking software can help your organisation save money, enhance confidentiality and reduce print costs then contact Digital Print Management on: 01234-271156.

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