Discussion

By Gina Testa on Jan 30, 2014

Great article, Barb. I agree that with the increase in digital and mobile, print has taken on a new, more interactive and smart role. Print still remains a key medium for communication and marketing, in fact, according to a Print In the Mix survey, 56 percent of respondents say they found printed material to be the “most trustworthy” of media channels. Even though print is trustworthy, providers should still look to adopt new ways to utilize trending technology in print. This modernization can help print stay relevant and influential. Today’s consumer is very different than a consumer 10 years ago. They embrace brands that are setting trends and utilizing the latest and greatest technology. Each consumer wants to be reached by a different medium, so when a company uses a variety of methods like, mobile, video, social, augmented reality and personalization in a printed piece, it allows the consumer to pick which way they would like to receive the message. Actually, studies show that marketing campaigns generate better results when multiple media are deployed, including both print and digital. When brands can find a creative way to integrate their print with mobile, they are able to reach a larger population that prefers mobile—something they weren’t able to do before the influx of digital communication technology. — @Gina Testa, Xerox US Graphic Communications Operations