L Watson - Has print lost its power in today's digital world?

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The disruptive power of digital print as part of today's high-impact marketing mix

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L Watson - Has print lost its power in today's digital world?

  1. 1. Has Print Lost Its Power in Today’s Digital World? Lisa Watson Chairman, Direct Marketing Association of Singapore Regional Segment Development Manager, HP IPG APJ © Copyright 2013 September 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  2. 2. The Signs Aren’t Good
  3. 3. Looking 5 years ahead commercial printing in the developed world will be significantly smaller US commercial print shipments projection Billion of $ inflation adjusted 108.5 109.3 -49.7% 101.0 87.8 2006 3 2007 2008 2009 87.2 2010 81.0 2011 76.0 2012E 72.0 2013E 67.0 62.0 2014E 2015E 55.0 2016E
  4. 4. News: It took the newspaper industry 10 years to lose what it gained in 50 4
  5. 5. News Today 5
  6. 6. 6
  7. 7. Advertising: Where is it going? 7
  8. 8. Advertising dollars are moving away from traditional media to new channels U.S marketing spend growth, by channel , CAGR 2007-2009% Mobile 30.0 E-mail 20.8 Search 11.6 Display 1.9 Out-of-home -8.4 Broadcast -9.8 Direct mail Print -10.7 -19.4 U.S GDP 8 -0.1 Source: Bureau of Economic Analysis, Congressional Budget Office, Winterberry Group -The future of Direct Mail in a changing market place 2010
  9. 9. Smartphones & Tablets Have Almost Doubled Time Online Total +97% Tablet New! Smartphone +389% PC +20% 9
  10. 10. Our World Has Changed
  11. 11. It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change. — Charles Darwin 11
  12. 12. What Do These Brands Have In Common ? BMW 12 Lexus Mercedes-Benz
  13. 13. They’ve Gone Digital … With HP 13
  14. 14. 14
  15. 15. HP Indigo - Coca-Cola How It Started In 2011, Coca-Cola Australia had the idea to run a campaign called “Share a Coke”. Their surveys showed that number of people still had not tasted a Coke! They selected the 150 most common first names in the country and printed the wrap around labels of their single serve bottles. New News HP helps bring to life Coca-Cola’s biggest-ever personalized brand campaign across Europe Record-breaking HP Indigo Digital Press productivity achieved to produce 800 million high-quality personalized labels in 32 countries 15
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  23. 23. Leather and Canvas shoes Using heat transfer sheet 23
  24. 24. Pantone & Leo Burnett Swatchbook as a unique promotional tool Spot colors – true color matching 24
  25. 25. Pantone & Leo Burnett Swatchbook as a unique promotional tool Spot colors – true color matching 25
  26. 26. What Does This Have to Do With HP?
  27. 27. The HP Indigo 10000 Digital Press 27
  28. 28. It’s All About Digital Print 28
  29. 29. Print Connects 29
  30. 30. Digital Print has relevance, so it: Print Connects • Makes print emotional • • 30 Connects more powerfully Delivers competitive edge to both brands & printing companies
  31. 31. Industry growth is in high-value digital pages High-value Page Growth vs. Analog Indigo & IHPS Page Growth Digital press page growth driven by highvalue digital pages: 2200% Digital Pages 1600% (2004 = 100%) Indigo Pages 1800% Indices Growth Rate 2000% Analog Pages Indigo Pages Photos & Photo Books Labels & Packaging Publishing 1400% 1200% 1000% 800% 600% Digital Pages 400% 200% Analog Pages 0% 2007 31 Marketing Collateral 2008 2009 2010 2011 F 2012 F 2013 F 2014 F
  32. 32. Three Key Trends
  33. 33. 1. It’s All About Relevance
  34. 34. Marketers are Moving from VOLUME to VALUE VOLUME Mass Communication 34 VALUE Personalization & Customization The RIGHT Customer The RIGHT Product The RIGHT Channel The RIGHT Time The RIGHT Message Relevance
  35. 35. For Relevance, Data is Oxygen!   35 Targeted Accountable   Personalized Customized
  36. 36. Personalization Becomes Possible MY Name! 36
  37. 37. So Does Customization 37 Personalized Application – Seasonal, can become a Retail Product
  38. 38. 2. Consumers Live Online AND Offline
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  41. 41. The Latest QR Codes Color increases scan rates 25-30% 41
  42. 42. This Happened on Facebook Jan 2013 44
  43. 43. “Dad, We Want a Puppy” NO! Our Dad SO doesn’t understand the power of FB! 7 hours! 45
  44. 44. 5 days 46
  45. 45. Your kids are stars! 47 Keds Kids, Israel – Fashion Catalog Combination of variable data printing with Social media
  46. 46. Let’s Not Forget OFFLINE! 48
  47. 47. A Surprising User of Direct Mail! 49
  48. 48. A Surprising User of Direct Mail! 50
  49. 49. A Surprising User of Direct Mail! 51
  50. 50. 3. Reality Is Not Enough… …The World of O2O
  51. 51. O2O Online 2 Offine Online2Offline or Offline2Online It’s The Great Digital Divide • • What is Augmented Reality (AR)? • 53 Virtual reality replaces the real world with a simulated one
  52. 52. 54
  53. 53. Has Print Lost Its Power in Today’s Digital World?
  54. 54. No. But It Has Changed. 56
  55. 55. 57
  56. 56. No. But It Has Changed. 58
  57. 57. What Else Do These Brands Have In Common ? BMW 59 Lexus Mercedes-Benz
  58. 58. Courage Passion 60 Commitment
  59. 59. It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change. — Charles Darwin 61
  60. 60. Thank you!

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