Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Print Continues to Add Value During Disruption," restates the strength and value of print as an effective marketing tool in a disruptive environment. Given the instability of 2022 across a mountainous range of issues, including a volatile stock market, political instability, economic inequality, possible warfare, not to mention an ongoing pandemic, one might think that marketing concerns are an afterthought. However, it's important to remember that the world has dealt with several similar issues throughout our existence, yet businesses prospered in the short and long terms. The companies that continue to adapt and evolve, given the conditions on the ground, could keep pace and move the world forward. After all, without pushing the economic envelope, where would we be? Striving for financial stability is one of the significant trend markers that we tend to fall back on to survive. That said, marketing is one of those elements that society needs to improve economic conditions and affirm positive mindsets in a world disrupted by numerous challenges. Fortunately, some of those evolutions will occur below the radar with technological advancements that have been foreshadowed in a rush to digitalization.
Such is the case for print marketing. While many brands succumbed to the challenges of 2021, brands that embraced print marketing to strengthen digital response rates performed better than those that minimized their print marketing footprint. Given the proliferation of e-commerce and the accelerating shift to digital print production, marketers and brand managers continue to embrace innumerable benefits and print flexibility while responding to changing buyer behavior and avoiding obsolescence.
Our Quote of the Day: "Great companies start because the founders want to change the world… not make a fast buck." — Guy Kawasaki
2022 will usher in more technological advancements that will change the world, accelerate obsolescence, change behavior, and bring about impactful shifts that affect consumers and industries. However, print will continue to offer stellar benefits during the disruptive market anomaly. That is because print marketing improves engagement and response rates, thereby providing refuge and rescue for internet users trapped in digital overload.
The Internet of Things (IoT) in 2022 Often dubbed the "industrial internet," the IoT infrastructure presents significant implications for manufacturing goods, delivery of services, consumer sales, and follow-up support. Intelligent factories and logistic organizations thrive with automation. When robotics and IoT infrastructure "as-a-service" is included, the door for an increasing number of smaller organizations to take advantage of new opportunities will emerge in 2022.
For example, the 2021 US Open and 2022 Australian Open now use computer-generated calls during tennis matches. By eliminating human calling, there is less dissension regarding calls. The resulting benefits include fewer player disputes, a faster game pace, and happier attendees who want a fair match as electronic calls are rarely, if ever, disputed. This is a direct benefit of IoT. In the future, we may see tennis rackets that can track and measure force, speed, and racket angles, thus providing real-time analysis and feedback for players during competitive play. Therefore, integrating IoT automation with various business models increases efficiencies with real-time data gathering. Ultimately, a deeper understanding of how operations and processes stack and measure higher returns on investments.
IoT is responsible for bringing AI (artificial intelligence) to the game. The combination of AI and IoT continues to change the printing industry. This double technology punch makes it possible for better personalization, increased breach warnings, and the ability to predict paper usage. These improvements have lowered costs, increased profits, and have made print more competitive and efficient in a digital world.
Print Offers Better Security You cannot hack a printed mail piece once those pieces have been output by a digital printing press. For the time being, paper collateral cannot be hacked. At present, hackers have not prioritized hacking digital printing presses that handle the data-driven output. Most data is fed in-house for variable data printing. These digital printing presses may or may not require online access to operate, although a commercial printing organization can remotely grant access to customers that need it. Printers also have the option to input data via file uploads that are fed in-house within secure premises.
Cyber criminality is not going away. Due to cyber malfeasance, the print industry infrastructure includes an online component for digital file transfers, communication features, and secure data lifecycle management. Cybersecurity is a critical component for print providers responsible for protecting the data deployed. A key provision is protecting sensitive data for customers, which takes precedence over the consumer experience. In addition, marketers are also responsible for integrating cyber-secure programs that can best prevent tampering or hacking.
A primary focus for the print industry today and the foreseeable future is the ongoing implementation of document security protocol. Some commercial printers have already instituted secure data life cycle management solutions which offer a more robust data security infrastructure. Dove Direct offers a secure data life cycle component in its integrated business solutions. This component provides customers with an improved level of security for sensitive, critical and confidential document protection, for instance, HIPPA, ID cards, exam reports, and other sensitive information.
Print Sustainability President Biden's Build Back Better plan, which is currently in limbo, contains legislation that directly curtails the onslaught of climate change. 2022 is surpassing record-breaking climate events from the fires in the West to the severe winter temperatures in the Midwest and Eastern seaboard. Suppose these climate anomalies continue as experts are predicting. In that case, 2022 will result in discussions detailing the trajectory of whether or not the idea of a sustainable planet is even possible for the foreseeable future. We may find that 2022 will require increased support across all business sectors to engage and adopt Eco-friendly, save the planet missions. No industry is exempt from the effects of a changing, more deadly climate condition. Certainly, not the business sector, the political spectrum, and more importantly, national security or the military. Further, the print industry is also under the auspices to implement Eco-friendly printing methods based on consumer demands. One could make the argument that the 1000-pound gorilla in the print industry room points to an environment that is becoming more unlivable hour by hour.
Millennials and Gen-Zs are most aware of earth's sustainability challenges and what the future environment may hold if left unchecked. Gen-Z's Greta Thunberg continues to push the political stances of global leaders to represent the youth climate movement better. We can say that the print industry is listening. It is producing positive news on the sustainability front with low-carbon print capabilities. Look to see more of a push in 2022 as the planet continues to heat up. Dove Direct vendor HP is now in the throes of creating low-carbon printing solutions. HP's project goal is to reduce its environmental impact. We can expect more solutions in 2022 from other manufacturers regarding carbon sustainability initiatives that will aid other sectors. Consumer conscious concerns will play a considerable role in mandating boycotts for companies that fail to initiate Eco-friendly policies. Simultaneously, the Biden administration views climate change as a national emergency. This may signal new legislation efforts that will likely present new regulations and new opportunities.
The E-commerce Expansion Continues It's no secret that the pandemic is responsible for pushing the rise in e-commerce over the past two years. It drove consumer preferences due to lock-downs, stay-at-home mandates, and the work from the home economy. The ongoing pandemic will continue to drive people to increase online usage for most consumer needs. The trend accelerated in 2020 and continues to this day. However, e-commerce growth could swing either way depending on human behavior coupled with the hopeful efficacy of newer vaccines as scientists continue to analyze Covid-19, including Omicron and other more unique variants.
Print on Demand Print-on-Demand has become a mainstay for business marketing concerns. And to that end, print-on-demand has created a trend unique to the print industry. The current print-on-demand trajectory continues to rise as each year passes. More and more e-commerce stores are opting to partner with print vendors, demonstrating rising confidence in e-commerce and print investments. The capability to print custom orders from an e-store environment, thereby producing more profits, creates a new revenue stream. This process is a two-way street for those printers that offer print-on-demand services for e-stores will, in return, also be part of the new revenue stream. This is a win-win, and it is wise to look for more print-on-demand partnerships with e-commerce vendors in 2022. Commercial printers should seek to grow this opportunity with successful e-stores offering an installed customer base.
The Net-Net These print industry trends add value in a disruptive marketplace while supporting traditional and digital advertising and marketing initiatives. Brand managers and C-Suite executives willing to embrace the challenges will discover that these print trends will help push revenue goals throughout 2022. Digitalization, AI, IoT, Print on Demand, eCommerce Integration, Print Security, and Print Sustainability are tools that both B2B and B2C marketers can immediately invest in to better position their respective brands. These investments will result in more revenue while simultaneously increasing brand equity. We hope you enjoyed "Print Continues to Add Value During Disruption!"
Dove Direct, your Atlanta based print and mail solutions provider, offers organizations end-to-end data, printing, and mailing solutions:
Variable Digital/Data Printing
LetterShop and Fulfillment
Digital Mail Scanning Services
Fully Automated MLOCR Presort Bureau
Marketing and Production Management Support
Secure Data Life Cycle Management
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