For decades, printed marketing materials have served as both the backbone and the workhorse for marketing communications efforts
San Diego, CA (PRWEB) May 31, 2013
Earlier this month, Sony unveiled its new digital paper prototype device, as reported by Matthew Humphries on http://www.geek.com. Two new features make this device stand out – a much larger screen than most e-reader devices, and the ability to use a stylus to write notes on the e-books read with the device. According to Bop Design, a San Diego web design agency, Sony’s new prototype represents the latest in a long line of products that continue to blur the line between traditional print and digital marketing.
“For decades, printed marketing materials have served as both the backbone and the workhorse for marketing communications efforts,” said Jeremy Durant, a principal in Bop Design. “But then along came the Internet and social media, which turned the whole marketing communications world upside down. These days, online marketing materials may represent the more cost-effective way of communicating for most businesses. But if you think printed materials will disappear any time soon, think again.”
The preference for printed materials depends in large part on the type of collateral and the generation reading them. In particular, older generations that grew up in a print marketing world still tend to prefer physical items as opposed to digital. As a result, things like printed business cards remain a staple of business, and will likely continue to do so as long as older generations hold an important place in the business world.
What does the future hold for printed materials?
There are many things to consider, not the least of which is cost. As resources become scarcer, it may become mandatory to print everything on recycled paper. This would impact both the cost of the materials and the production process, and could force companies to limit what they print and how much.
Companies also need to consider how to optimize their print pieces for use on websites, portable devices, and other electronic formats -- especially when it comes to search engine optimization. In the past, print collateral didn’t need to take into account things like SEO, Google algorithms, or linking to other websites. Now, these have become an essential part of the distribution process for print materials that are also used online.
In addition, the emergence of iPads and other tablet devices are rapidly changing the way companies view “printed” materials. Until recently, brochures, white papers and other collateral were primarily optimized for reading on or downloading from a website. However, as more people turn to tablets for their primary reading tools, companies will need to ensure that all print materials are formatted for this platform as well.
In addition to generational preferences, the biggest factor keeping print materials mainstream is the fact that data sharing has yet to emerge from its early stages of development. However, mobile technology companies are moving ahead at full speed in this area. Once data sharing between mobile devices becomes more sophisticated, businesses will find it a lot easier and more cost-effective to distribute digital materials.
“Printed materials may well be on their last legs,” said Durant. “But as long as we have people who prefer to hold something, those legs will keep kicking a while longer. The challenge for today’s marketers is knowing the preferences of their target audience and developing the appropriate mix of print and online/mobile materials.”
About Bop Design
Bop Design is a boutique marketing communications firm headquartered in San Diego with offices also in the New York metro area. We express a business values through branding, advertising, design and web design. We also help attract a firm's ideal customer through search engine optimization and search engine marketing. The marketing firm's focus is on small businesses that want an external team of marketing specialists to help give their brand an edge in the marketplace.