The Future of Commercial Print

The Future of Commercial Print

Commercial print, specifically the production of printed materials for business purposes, has long been a significant aspect of the advertising and marketing industry. It encompasses a wide range of products such as brochures, flyers, catalogues, direct mailers, and promotional materials. The advent of digital technologies and the rise of online marketing have undoubtedly impacted the print industry, but commercial print continues to hold relevance and adapt to changing times. In this article, we will explore the importance of commercial print and its trajectory in the current landscape in these uncertain times.

The Tangible Advantage

Commercial print remains important because it offers a tangible and tactile experience that digital media cannot replicate. In an increasingly digital world, print materials provide:

• A sense of credibility
• Permanence
• Authenticity

Studies have shown that printed materials can leave a stronger impression on the human brain and evoke emotional responses more effectively compared to digital content. This physical presence can make a lasting impact on consumers, especially when combined with well-executed design and high-quality printing.

Complementing Digital Marketing

Commercial print serves as a valuable complement to digital marketing strategies. While online platforms provide extensive reach and targeting capabilities, print materials can help businesses achieve a multi-channel approach, strengthening brand awareness and engagement. By integrating print with digital campaigns, companies can:

• Enhance overall marketing effectiveness
• Reach a broader audience
• Drive traffic to websites
• Boost social media engagement
• Foster customer loyalty

Thriving Niche Markets

Commercial print continues to thrive in specific niche markets. Industries that heavily rely on printed materials include:

• Real estate (brochures and flyers for properties)
• Hospitality (menus, signage, promotional materials)
• Healthcare
• Retail

These sectors recognise the unique value that print brings to their marketing efforts, thereby sustaining the demand for commercial print services.

Digital Innovation in Print

The commercial print industry has adapted to the digital age by incorporating innovative technologies. Advancements include:

• Digital printing enabling faster turnaround times
• Personalized marketing materials
• Cost-effective short print runs
• Variable data printing for customization
• Advanced finishing techniques (embossing, foil stamping, die-cutting)

All of this now is in easy grasp with the access that Web-to-Print providers any user 24/7! With the person ordering print now often NOT in a standard office location, the flexibility that online ordering offers, says Kelvin Bell Sales Director of global provider Vpress, meets the expectation of the customer head on. Online print is estimated at some 70% and only anticipated to grow over the 3-5yrs.

Embracing Future Trends

The true future of commercial print lies in its ability to embrace emerging trends and technologies:

Sustainability Initiatives

• Eco-friendly inks
• Recycled paper
• Energy-efficient printing methods
• Reduced environmental impact
• Alignment with sustainable business practices

Augmented Reality Integration

• Transform static prints into interactive experiences
• Bridge the gap between print and digital media
• Enable access to additional information via smartphones
• Provide 3D models and video content
• Enhanced engagement and interactivity

Conclusion

While the digital revolution has undoubtedly impacted the advertising and marketing landscape, commercial print remains relevant and vital. Its strengths include:

• Tangible nature
• Ability to complement digital marketing strategies
• Continued demand in specific industries
• Technological adaptations
• Integration with emerging technologies

The commercial print industry has embraced technological advancements, such as digital printing and augmented reality, to stay competitive and deliver innovative solutions. By continually adapting to evolving trends and embracing sustainability, commercial print can forge a promising future, offering businesses a compelling and effective marketing channel that is available to anyone who needs, 24/7, 365 thus giving commercial print the power to remain relative for now and the foreseeable future.