Is the print industry dying?
Does print matter?
The evolution of digital media has had an impact on the demand for printing materials. With a large amount of information being shown through online media there has been a decrease in the usage of printed materials globally. However, the print industry still offers many advantages to businesses worldwide and with the rise of e-commerce the print industry has adapted to the changing landscape.
Why is print still popular?
The physicality of printed products and materials is what helps to keep the industry thriving. Print can not only create a memorable experience for your customers but engage more senses than digital media can. By specifically tailoring your packaging, labels or other printed products to meet specific requirements you can draw more attention to your products and leave a lasting impression on your customers.
Furthermore, print is still highly relevant to specific sectors and segments of the print industry and can help to provide the sensory experience your customers want. Altering your product’s paper thickness, quality, texture and even scent allows you to meet customer standards while targeting more niche markets. The growth of e-commerce has also increased the need for swing tags and various other sustainable printing and packaging options for businesses delivering directly to their customers.
How is the print industry adapting to the rise of digital media?
Managing changing consumer behaviour
The convenience and accessibility of digital media allow customers to retrieve information easier than ever. Despite the challenges print businesses have faced against digital media, some businesses have been able to incorporate these digital technologies into their printing operations and fill the gap in the market.
By staying ahead of ever-changing consumer behaviours, more opportunities have become available for the print industry and allowed more flexible and personalised solutions for customers. For example, value-added service such as incorporating QR codes that can shift a reader from physical to digital creates interactive experiences for users. Enriching your print products with digital resources can expand reach and visibility while reinforcing your brand identity and messaging to customers.
Environment and Sustainability
Although digital media is a greener alternative to some printing techniques, many printing companies have adopted an eco-friendlier way to source paper. At Elanders, sustainability is vital, we use FSC-certified forests and vegetable inks in our printing processes. These are just a few of the sustainable efforts that we and many other print businesses have implemented into our strategy to achieve the highest eco-friendly practices and solutions for customers.
Combining print and digital media can also help towards a more sustainable future by reducing energy and paper usage. Adopting these sustainable printing practices can help raise awareness of your business’s green initiatives and encourage customers to support your business.
Following the evolving digital landscape, modern printing technologies can improve efficiency and reduce costs. Digital media has increased the popularity of print-on-demand services. Opting for print-on-demand services will eliminate the need for excessive printing, shipping and waste generation.
Using digital media to an advantage
Digital media can offer personalised print material tailored to the individual needs of customers while reaching a large demographic of people all over the world. While we can’t say that digital media isn’t favoured over some printing practices. The rise in emails and online advertisements can be an opportunity for print businesses by using a potential disadvantage as an advantage. Incorporating multi-sensory marketing into a business strategy, can not only help to target customers but help create a desire for your products.
As a company that has specialised in print for over 100 years, new technologies have enhanced the capabilities to transform art into physical pieces with greater touchpoints for customers than digital media ever will. Although there are pros and cons to print and digital media, the shift towards a more digital world has enabled us as printers to offer highly personalised and targeted print materials to our customers as well as help offer more comprehensive solutions that can cater to a diverse range of audiences. Businesses may choose to spend more of their money on digital media but the physicality of printed media means that it will still be around for a long time as it is evolving to the changing landscape.