Print isn’t dead, on the contrary
In the last few years, digital marketing became more predominant leaving traditional print behind. That doesn’t mean the print itself disappeared, however. It evolved, to enable print service providers to keep up with the competition and situation on the market. So what happened?
Communications and media today are inextricably intertwined. As advertising agencies and marketing departments have begun looking for new ways to reach wider audiences, turning to print to provide new services above and beyond its traditional role, print service providers have realised the need for change, and focused their attention on expanding their range of products and services designed to address the latest marketing trends.
This has created a ‘perfect storm’ in which digital marketing has met modernised print, and together the two have created a baseline for transforming businesses and hitting targets once viewed as unachievable.
The sheer range of services that can now be provided with the latest printing technology and marketing is astonishing. The question, however, is how print service providers and marketers should work together towards a common goal, and how print, web, social networks, e-mail and SMS can be linked.