print_marketing

Print marketing is enjoying something of a renaissance at the moment. The Printing Report takes a look at what trends will be driving print marketing innovations in 2019.

1# The revival of the print newsletter

Marketing communications need to cut through the noise of digital channels and one way to do this is through print communications. This has led Forbes commentator John Hall to suggest a renewed role for print newsletters in corporate communication strategies.

2# Augmented print

The trend of combining print with digital is spawning some incredible campaigns – offering advertisers new opportunities to create a virtual shop window on any printed marketing material. It is set to continue in 2019.

3# The rise of niche publications

We’re used to finely targeting our digital advertising, but the changing print reading habits of consumers is offering an opportunity to more finely target print advertising campaigns too. With the rise of niche publication sales, brands have an opportunity to work with and reach highly segmented markets and audiences.

4# Time to exploit the tactile delight of paper

Innovations in paper and print are enabling brands to think more creatively about how they use paper. Foil and varnish finishes, interesting cut work and texture, and three-dimensional shapes help to enhance printed materials. People respond to the tactile delight of paper, so leaving them with something physical and memorable that they want to keep is a great way to maximise the staying power of your message.

5# Further personalisation

Personalisation is the huge advantage of digital printing, but remains under-exploited, especially in the news and magazine sectors. Publishers have an opportunity to exploit subscription data more creatively to help brands tailor messages and personalise content.

6# Expect more consumer stories to feature

Influencer marketing continues to be important and brands have an opportunity to develop its reach and potential by featuring real consumer stories within their messaging.

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