3 October 2013

More evidence that Print outputs have relevance in communication- we must champion this to buyers and marketeers

The CEO of a large print business said to me last week that 'the marketeers are back' and 'print spend is on the increase'. I take this as very positive news and the more we champion the value and performance of print the more our message will be heard.

In my last article on looking at the gaps that research provides from the DMA, I quoted the evidence that marketeers constantly over estimate the value and effect of e-marketing. Print is back lets all shout and communicate its Return on Investment.

Julia Cole, UK & I Marketing Manager, HP
"There are numerous channels by which a brand can communicate its message, but demonstrating to marketers how print plays a critical role within this, has always been a challenge. Upcoming UK events provide the perfect platform to discuss and explore the benefits of digital print technology within the marketing community, with real life data provided by reports such as ‘From Letterbox to Inbox 2013’ and creative projects from brands like Coca-Cola, with their personalised ‘Share a Coke’ campaign.

"This information enables marketers to better understand how digital print, powered by technology such as HP Indigo, enables the production of effective and clever campaign materials, to help their customer/brand to stand out in the market with complex, creative and highly-targeted multi-media campaigns."

Print tracking report 2013 attached below