The divide between print and digital was once clearly defined. However, companies are beginning to realize that both mediums have their own unique strengths – and the line separating the two is gradually starting to blur.
Not long ago, experts were ready to call time on print advertisement, claiming that digitization would swiftly bring about the death of mainstream print-based marketing. It seems, however, that instead of dying out, the printed ad industry has instead adapted to the challenges of the digital age.
Modern marketers understand that people respond in very different ways to printed digital and printed materials. They are aware that there can be no victor in the print vs digital battle. Instead, they sense that a multi-channel approach could well be the best way to interest prospective consumers in their products.
Samsung Printing Solutions has remained at the forefront of printing innovation since its inception. Its lineup of multi-function printers (MFPs), equipped with the Android-powered Smart UX Center and its range of downloadable apps and widgets, can be of help to businesses whose job it is to navigate the rapidly changing world of advertising.
So how exactly is advertising changing – and how have print and digital learned to co-exist?
New Era for Magazines
Digital technology is allowing marketers to find ways to let their customers interact with print advertisements – using their mobile phones.
After conducting a survey that found 80 percent of clients preferred to find fashion and shopping inspiration through print fashion magazines, an luxury e-commerce site decided on a unique strategy. It would produce its own magazine – and allow readers to shop directly from its pages.
The idea was simple but effective: While browsing the magazine, customers could hold their phone up to pictures, using their device’s camera to sense which products they were interested in. The app detected the product in question and immediately directed customers to product pages.
A year after launching, the shoppable magazine’s makers boasted a reader interaction rate of 78 percent, with over 90,000 scan requests from customers.
Samsung has also been finding ways to incorporate mobile technology into the printing paradigm. The recently released Smart UX Mobile app, for example, allows you to use your phone or tablet PC’s camera to scan documents, even on conventional printers that are not equipped with scanning hardware.
What is more, magazine-makers need to produce high-intensity visuals to execute creative campaigns. That is why they need printers that provide exceptional clarity and brilliance, especially when producing in-house proofs. Samsung’s MX7, for example, boasts resolutions of 1200 x 1200 dpi at full speed.
Samsung devices also let you use high-quality toner such as Polymerized toner, for higher image resolution and more accurate color reproduction. With picture quality innovation and Rendering engine for Clean Page (ReCP) technology, your prints get advanced automatic contrast and preferred color adjustment, as well as improved visual quality.
A few years ago, a global skincare brand provided a free trackable wristband made of cardstock to attach to its print ads. The company called this a “Sun Band.” This disposable wearable safety device was intended for parents to strap to their children’s wrists at the beach. It allowed parents to keep track of their children’s movements when at the seaside, using the brand’s mobile app.
The company’s creative approach to print not only helped raise brand awareness, but also gave consumers a way to integrate the company’s products into their lives.
Samsung’s MFPs can print on a wide range of materials, including thicker resources like cardstock. With the freedom to print as you like, nothing will stand in your way when your company needs to turn creative ideas into a functional reality.
The Future of Multimedia Advertising
Businesses, marketers and print experts have only just begun to explore the limits of what can be done when you combine print and digital technology. One thing is for sure, however, the advertising world is changing fast as the two mediums continue to diversify.
For Samsung Printing Solutions, meanwhile, innovation remains the most important aspect of its printing philosophy. Good ideas are born in well-equipped offices. When issued with innovative printing solutions that let them actualize their ideas, the sky is the limit for your creative employees.
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