Dove Direct Print and Marketing Blog - "2019 Print Marketing Trends Update"

Welcome to the Dove Direct Print and Marketing Blog. Today's post, "2019 Print Marketing Trends Update," examines several reasons why marketing strategies and the resulting initiatives should include print in the overall marketing package. For the record, print collateral is not only making a comeback but a resurgence due to new print marketing innovations, efficiencies, and sensory success rates. This surge is expected to continue for the reasons outlined here.

Question. How can any digital marketing campaign cut through the massive number of advertising and marketing campaigns overwhelming social media channels? Consider that the average number of ads audiences receive daily ranges in the thousands and some reports point to 3500 to 10-thousand digital messages per day. As a result of those massive advertising numbers, some brands are incorporating direct mail marketing to circumvent the electronic deluge.

Break the Creative Mold - The Print Newsletter

Would you believe that in the age of Mail Chimp, Constant Contact, HubSpot, and other digital email vendors, some marketers are already breaking the digital overload by using print newsletters? Case in point, a local hospital recently mailed a personalized print newsletter, and to drive the point home, that hospital did not send an email newsletter. When asked why not, the response was that the direct mail marketing piece feels more personal.

As more marketers and brands look for creative ways to gain a competitive edge, using print collateral, a tactic often overlooked is gaining new ground. However, incorporating print newsletters should never be a replacement for digital marketing strategies; instead, the print element should be in lockstep with any digital marketing efforts. The example of the hospital print newsletter is one instance of how marketers are using print. Although most brands that do use print effectively, tend to use it in combination with email marketing tactics.

Depending on the product, service, and sector, print newsletters represent a two-edged sword in that these tactile mailers cut through the clutter and are considered more trustworthy. Those reasons alone should make print newsletters a companion piece for any digital marketing efforts. The trend of print and digital combinations will gain more traction in 2019, along with more printed collateral in general.

Cloud Document Computing

While the cloud document trend continues to heat up in popularity for document management systems implementation, including billing, there are nonetheless accountability questions arising as a result of ongoing online data breaches. However, web-based document management does provide ease of use for a variety of business types, with reduced costs, all driven by the cloud. Organizations can also feel comfortable with the scalability of cloud-based computing, in that all one needs is Internet access, thus providing a means where documents are available 24/7.

That said, The cost-benefit factor would appear to be facing more scrutiny in that the cost of experiencing a document breach could be so overwhelming that the remuneration to clients could far outweigh the reduced cost of using digital documents versus paper. Equifax is an example of how high the price can be for breached data, where the payout amount ranges from $575-to-$700 million. Therefore, while cloud document usage is trending upward, keep in mind that it comes with a variable, and possibly hidden price tag, due to vulnerability. Paper documents may ultimately prove to be the most secure.

More Personalization

Personalization! Personalization! Personalization! The personalization mantra represents an indispensable staple in the art of all things digital. The ability to personalize each message for each recipient is a powerful marketing tactic that is a necessary ingredient in any marketing mix. Print with its ability to deliver on the personalization front via variable data printing technology makes it not only practical but affordable.

Some marketing pundits and experts believe that digital printing maintains an enormous advantage in the personalization dictate. Moreover, you may be aware that a host of niche publications targeting small but profitable groups are sprouting up, and most marketing experts believe those trends will continue right through 2019.

Currently, digital printing remains on the back burner and fails to be an integral element, particularly in the magazine and news sectors. However, brands that can elevate messaging through customization and personalization will find that content to be more effective with better use of subscription data.

Data-driven marketing continues to improve real-time marketing outcomes, which means that variable digital printing technology should also elevate to the top of marketing considerations. As more niche publications come to fruition, more off-line consumer niche segments will emerge. That trend is one to keep an eye on in 2019.

Utilizing Paper's Tactile Advantage

Before the age of all-things-digital, folks tended to keep and store newspapers and magazines that they felt were valuable resources. In some cases, the trend of storing magazines and newspaper continues to this day. However, the idea of maintaining a room or bookshelf full of dated magazines is declining in the age of Konmari. Conversely, with the advent of newer and cheaper print technologies at the table, printing techniques are proving to be more effective, particularly with new inks, finishes, metallics, die cuts, textures and three-dimensional shapes that enhance the overall print experience.

Print collateral such as newspapers in particular and to some degree magazines have always been under pressure due to other types of marketing vehicles such as television, radio, outdoor, and of course, digital. Competing media sales reps consistently sold the idea that once a newspaper or magazine is off the press, the shelf life of that issue is over the moment the reader sees it. As a result, many brands and marketers that bought into this hyperbole and took those media sales reps at their word turned to other mediums believing that the alternatives were better able to deliver their marketing messages for an extended time. However, nothing could be further from reality.

Newer print technologies are upending that media sales pitch as digital marketing fails to elicit tactile, human responses. As a result, you can expect to see more types and varieties of print collateral to emerge in 2019. To that end, print sales reps now have plenty of ammunition to ward off that, "once it's read it's over," sales pitch against print. The bottom line is that print collateral helps digital engagement and response rates.

Augmenting Print

Marketers that combine print communications with their digital marketing campaigns position their efforts with the possibility of reaching more, generating better response rates and increasing the overall purchase. From this point of view, print collateral can now function as a leading marketing initiative for digital advertising efforts. Combined with QR codes, PURLs, and Calls to Action, print collateral represents a marketing tool that provides data tracking for online initiatives.

It is imperative when using print as the leading marketing campaign tool that corresponding digital channels align with whatever the online niche segments find appealing. Augmenting print with your digital marketing strategies will require more time and resources. However, the benefits outweigh the costs. Marketers who take the time to ensure that both digital and print are in alignment for their market niches will find themselves in a better position to succeed. This trend is already underway and is set to continue in 2019 and beyond.

Influencer Marketing Continues

Influencer marketing and Prosumer content are on the rise. However, audiences are beginning to refrain from supporting these practices since brands are essentially paying people to promote their products and services. As a result, influencer marketing is suffering because people are beginning to feel that their influences are less than authentic.

Make no mistake; however, influencer marketing is here to stay. The boon for print is in the ability to repurpose influencer content made available via data collection. When marketers and brands use influencer content and insert that content into print collateral messaging, better content can come to fruition. Incorporating influencer content for niche target audiences should be top-of-mind, as the more relevant and timely the collateral content, the better it can deliver in terms of response and purchasing rates. The trend of repurposing influencer content in print messaging is set to grow in 2019.

The Net-Net

Print marketing trends for 2019 are on the rise, and marketers that can figure a way to incorporate print into their digital marketing efforts will gain a distinct competitive advantage. Thanks for reading "2019 Print Marketing Trends."

Let's have a conversation about direct mail marketing strategies, printing, transactional documents, variable digital printing, brand equity and unified marketing collateral during our next Open House. We invite you to join us on Thursday, August 29, 2019, for an hour or two, anytime between 10:30 am to 4:30 pm. Let us show you how to improve your document processes to optimize your workflow, reduce your costs, and maximize your organization's printing, letter shop, and mailing capabilities. Dove Direct has an official USPS certified bureau located within our offices that will save you time and money. Moreover, if you bring us your files, we will create a demo file for you. For more information, call Carla Eubanks at 404-629-0122 or email Carla at This email address is being protected from spambots. You need JavaScript enabled to view it..

Dove Direct, your Atlanta based print and mail solutions provider offers organizations end-to-end data, printing, and mailing solutions: Data Management, Variable Digital Printing, LetterShop and Fulfillment, Fully Automated MLOCR Presort Bureau, Marketing and Production Management Support and Secure Data Life Cycle Management.

If you don't want to wait for the Open House, you can reach Dove Direct today by calling 404-629-0122 or use the contact form for Dove Direct.