The modern print era began way back in the 14th century, when German blacksmith Johannes Gutenberg, invented the printed press. Prior to this, text and illustrations were produced by hand, a very time consuming process. The following decades saw the press operating in England, Germany, France and Holland. The cost of print was significantly reduced as more and more presses operated throughout Europe.
Fast forward to the 21st century and undeniably print has steadily encountered a huge market contender, in the form of online advertising. It was during the 1990’s that the internet began to showcase a variety of pop up ad’s, with its inventor Ethan Zuckerman being part of one of the first .com enterprises. Heavily criticised today, the initial model has seen development over time, with the guarantee of its original onset intentions.
Print houses up and down the country have remained strong under pressure, maintaining the presence of the press whilst diversifying their design studios. Be it websites or large format, the design element is at the heart and can serve both a tangible and digital requirement. Alike to Johannes invention over 7 centuries ago, we have continued in his path taking his ‘movable type’ process to unite both channels.
An early cross over can be seen with the use of QR codes, debatable in their like/dislike of appearance, they have enabled the tracking of campaigns from a direct print source.
Variable Data Printing can be seen when information is obtained via target online marketing outcomes and taken to produce printed material for that niche market place. This process is efficient and equals in outcome to servicing both requirements across a market share.
Augmented Reality became a big talking point during 2009, with its wow factor reaching into the realms of apparition based illusion. Using a printed material, the user can access a digital reality that allows a real world perception.
The future of digital marketing is very much on the up, print has seen a decline, but remains a movable feast. The era of print holds a solid foundation within its systems, processes and attention to detail. When looking at communication there is an art within print that engages its market through real life uniqueness. Adhering to three of the 5 senses, smell, site and touch, it can provoke an emotion to accompany a form of reaction. Like a video on screen been played before you, print stimulates the imagination of an individual’s own thought processes.
The same can be seen via online communication, the annual anticipation for the John Lewis Christmas advert saw over 13 million views, the build-up sees a high presence on social media platforms and reassuringly all come with measurable data. Most generations have access to a form of online media and alike to print, digital also adheres to two of the senses, site and sound.
There is certainly a requirement for two, when working together hand in hand, they both cover 4 of the senses and create an unfounded impact on delivery.
The future will see an even greater united approach between both industries, campaigns will be elevated through forward thinking initiatives, whilst maintaining an undeniable mutual appreciation of each other’s strengths.
See how we can offer you both…