Printing in the Digital Age: How Marketers Can Use Printed Materials for Innovative Strategies

Despite living in the digital world of AI and social media, print is still alive and well, thanks in no small part to the creative marketers who are using it to stand out. Online content is abundant and ephemeral today, but printed marketing materials can offer a lasting impression and a tangible connection with customers. Today's savvy marketers are looking for unique printing solutions that can showcase their brand identity and deliver their message effectively. Here are a few methods that are trending.

Personalize It!

One of the trends that is driving the demand for innovative printing is personalization. Customers expect to receive relevant and tailored messages from brands, not generic content that is mass-produced for everyone. Personalized printing can help marketers create customized and targeted campaigns that resonate with their audience and increase loyalty and conversion rates. For example, some companies are using variable data printing, which allows them to change the text, images, or graphics on each printed piece according to the recipient's preferences, behavior, or location. This way, they can offer a more engaging experience to their customers, while also optimizing their budget and resources.

Integrate It!

Another trend that is influencing the printing industry is the integration of print and digital media. Rather than seeing print and digital as competitors, smart marketers are combining them for an omnichannel approach that can help amplify the brand message and increase recognition. Print can be used to attract attention and generate interest, while digital can be used to provide more information and interaction. For example, some companies are using QR codes, NFC tags, or augmented reality on their printed materials, which can link to their website, social media, or app when scanned by a smartphone. This way, they can create a seamless and immersive experience for their customers, while also tracking and measuring their response.

Embellish It!

An impactful solution to create vibrant, embellished printed materials is the use of digital production presses. These specialty printers offer superior imaging for producing vivid marketing collateral. Production printers offer options that are more advanced than traditional printers, such as metallic and neon colors. In addition, clear ink printing, which involves adding a UV clear finish, as an extra color, can be used to showcase compelling details. Finally, digital presses are cost effective, using a lower melting temperature that requires less energy and helps lower operating costs while increasing profitability. Dealers can communicate these technical features to prospects in addition to the business or marketing capabilities such as enhancing brand awareness, improving cost efficiency or creating a more personal experience with their target audience.

AI It!

Nowadays, AI is not just a feature that is exclusive to digital media. In fact, AI can significantly enhance color management and front-to-back registration in production print environments to make all of these innovative strategies easier to implement. For instance, by continuously monitoring and adjusting color output, many printing presses have an AI feature that can adjust color profiles automatically to match the desired output. AI can also help monitor the alignment of printed materials and make micro-adjustments in real-time to ensure perfect front-to-back registration, so your innovative, printed marketing materials come out correctly the first time, every time.

As you can see, the world has moved beyond your dad or mom’s print shop printer. Printing is now a dynamic and versatile medium that can offer endless possibilities for marketers who want to make an impact in the digital age. For personalized, integrated and innovative printing, Sharp has the expertise and the technology to make it happen. Check out our 6-color production printing systems.