Pellow Predicts: 2013 Top 10 Trends for the Printing Industry

By | February 18, 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.

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7 thoughts on “Pellow Predicts: 2013 Top 10 Trends for the Printing Industry

  1. carl gerhardt

    Wow Barb, you hit the proverbial nails on the head with all ten points. Following these ten points will be a great pathway to success. Executing them in some companies to break the old culture will be the challenge.

  2. Bob Boucher

    Bob and Carl:
    Barb Pellow never, ever disappoints, does she? If you’d like to learn more, I highly recommend watching her entire presentation, hosted by the Canon Oce Press Go Business Development Program —
    (I especially loved her closing remarks. It includes a bit of a warning to print service providers that they can’t keep their heads in the sand any longer. Words to the wise!)

  3. Ziki Kuly

    Hi Bob,
    Another trend, which i believe should be mentioned in your next year piece, is the extensive use of print enhancement, and the fact that CMYK alone is hardly valued as quality job. There is a clear growing demand for value added elements on jobs so they stand out from others and this drives to more print enhancements and basically drives printing to a premium level. This comes both from the competition on attention as i mentioned above, but also from the good job done by the electronic world replacing some of the commercial printing applications. It is not true in packaging – there we see enhancements become standards – cosmetic boxes, fashion etc.

  4. William Vought

    Excellent items BUT you need to be able to get the individual applications to perform together and that is where Tecra comes into play. Great List from Barbara.

  5. Marc Zazeela

    Bob – This is a great read for all of the “print is dead” naysayers. A little creativity and ingenuity will keep the industry viable and relevant for a long time.

    Printers who sit on their hands waiting for things to get better, will wither and die. Those who are bold and forward thinking will find new ways to thrive.


  6. Bob Boucher

    Copy that, Marc.
    Digital printers need to venture out of their comfort zone and position themselves as marketing automation enablers.

    Calling the equipment a press doesn’t do it justice. It’s a marketing machine — it generates better leads, reduces marketing expense, builds dialogue with clients, and maintains strong brands.

    Speaking as a marketing “lifer,” these are the solutions that my colleagues in the industry need to hear.

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