Pellow Predicts: 2013 Top 10 Trends for the Printing Industry
By Bob Boucher on February 18th, 2013
At a Canon Oce webinar on January 23, InfoTrends Group Director Barbara Pellow presented “2013 Top 10 Trends for the Printing Industry.”
1. Digital Color is King. All bets are on digital color printing. InfoTrends research forecasts an increase from $29.6 to $39.5 billion in the retail value of U.S. digital color from 2011 through 2016.
2. Digital Wide Format Goes Mainstream. Digital wide format printing evolves into an key component of companies’ marketing strategies, and will continue its 7% CAGR from 2011 through 2016.
3. Inkjet Accelerates Migration from Offset to Digital. New inkjet solutions offer greater speed, quality, substrate flexibility, and finishing – as well as more competitive pricing. Major inkjet growth expected from books, direct mail, transpromo and brochure printing.
4. Enhanced Substrates Drive Digital. Digital presses support new, high margin substrates: rugged synthetics; pressure sensitive stocks; specialty media; pre-scored, ready-to-print dimensional stock; new photobook media, and others.
5. Web-to-Print Manages Marketing Supply Chains. Companies spend billions for producing, shipping, storing, and handling literature. PSPs will optimize the marketing supply chain – offering online print-on-demand collateral catalogues.
6. Content Reigns. Fifty-four percent of B2B firms increase spending on content marketing. PSP’s cultivate “thought leadership” offering content that educates, entertains and motivates.
7. Hyper-Personalization Drives Digital Print. 2013 is the “Year of Hyper-Personalization” – when marketing materials address more relevant, compelling needs of the consumer. Examples: mailers with personalized map directions and printed materials with PURLs linked to pre-approved applications.
8. Trigger-Based Marketing Meets Customer Preferences. Consumers expect real-time, two-way communications, through mobile devices, websites, and social media. PSPs customers will adopt marketing automation technology, e.g., from Market Sprocket, Hubspot, Orange Soda and Hootsuite.
9. Mobile Marketing Changes Communications. PSPs add mobile marketing solutions to the portfolio: mobile codes printed on packaging, POS, and brochures; “opt-in mobile messaging” to mobile devices; Augmented Reality – digital graphics coded onto physical objects – revealing information or entertainment via mobile devices.
10. Direct Mail and Social Media Converge. PSPs support customers with social media marketing tools from Ducky, Hootsuite, SpreadFast, and others. Campaigns integrating direct mail with social media lift responses for both.