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Print vs. Digital
Prepared By Qube, Singapore
CON-
                                                         1.0   PRINT VS. DIGITAL
                                                         1.1   Pros and Cons
                                                         1.2   How Print Supports Digital and Vice Versa




                  TENT
                                                         1.3   Statistics


                                                         2.0   CONSUMERS OF NOW
                                                         2.1   Informed Consumers
                                                         2.2   Affluent Consumers
                                                         2.3   Senior Business Executives


                                                         3.0   LUXURY BRANDS AND DIGITAL MEDIA
                                                               How Luxury Brands Should Use Digital Media
                                                         3.1   Relationship Building
                                                         3.2   Tools
                                                               3.21    Email/eDM
                                                               3.22    Interactive or Virtual Catalogues
                                                               3.23    Rich Media
                                                               3.24    Website
                                                               3.25    Monitoring
                                                               3.26    Other Social Media/Web 2.0 Tools


                                                         4.0   LUXURY BRANDS AND PRINT MEDIA
                                                         4.1   What Digital Media Are Best Used For
                                                         4.2   What Print Is Best Used For


                                                         5.0   BIBLIOGRAPHY



Copyright© 2009 Qube Studio Private Limited, Singapore
1.0
PRINT VS.
DIGITAL
1.1 Pros and Cons
1.2 How Print Supports Digital and Vice Versa
1.3 Statistics




Copyright© 2009 Qube Studio Private Limited, Singapore
PRINT VS. DIGITAL
                                                                                                                                          1.01

                                                         – A printed piece appeals to the most basic level of a
                                                           person’s senses
                                                         – Survey respondents state that the ability to hold, smell
                                                           and feel an object is what they remember most about
                                                           a piece and the product or brand it represents
                                                         – People read word-for-word when reading print,
                                                           but only scan online text1
                                                         – The online environment deters the consumer from
                                                           focusing because of its multiple distractions
                                                           (other open windows/tabs, instant messaging, etc.)
                                                         – Reading online may not be as rewarding – or effective –
                                                           as reading the printed word2
                                                              Thus, online and offline content cannot be written or
                                                              presented the same way3
                                                         – C-level business executives have a preference for print
                                                           in the leisure sector (i.e. magazines on their hobbies,
                                                           or reading during their leisure time)
                                                         – Magazine print ads are more effective than online
                                                           banner ads4




                                                         1   Statistics in Appendix
                                                         2   More details in Appendix
                                                         3   More details in Appendix
                                                         4   More details in Appendix
Copyright© 2009 Qube Studio Private Limited, Singapore
1.1
                                                                                                                                                                  PRINT VS. DIGITAL




                                                         PROS                                                                    CONS
                                                         – Tactile and prehensile                                                – Cost
                                                         – Portable, convenient and easy to read                                 – Does not address all of the ways
                                                         – Discrete units of text facilitate concentration                         consumers want to get information

                                                         – Higher credibility                                                    – Takes up physical space

                                                         – Remains a comfortable form for older                                  – Can be in only one place at a time
                                                           generations



PRINT
DIGITAL                                                  PROSa
                                                         – “Up-to-the-minute” information
                                                                                                                                 CONS
                                                                                                                                 – No limit to the amount of search results
                                                         – Interactive user feedback                                             – Question of validity and credibility 5
                                                         – Easily searchable                                                     – Results must be evaluated carefully
                                                         – Depth and richness of content                                         – Readability is worse
                                                         – Quick and easy to produce                                             – Divided attention of internet-browsing
                                                                                                                                   consumer (multiple distractions)




                                                         5   While consumers clearly see the benefits of the Internet on their lives, they continue to have concerns about Internet safety and the
                                                             trustworthiness of some online information – just 28% trust the information that companies provide on the Internet.
Copyright© 2009 Qube Studio Private Limited, Singapore
1.2
                                                                                                                                         PRINT VS. DIGITAL




HOW PRINT
SUPPORTS DIGITAL
AND VICE VERSA                                           – Consumers with favourable opinions towards online advertising expressed more
                                                           positive attitudes towards all other traditional forms of advertising media tested
                                                         – The reverse is also true
                                                         – Marketers can either use print to support digital, or use digital to support print:
                                                         	 •	 Print	supported	by	digital:	
                                                              Consumers receive print collateral directing them to an online source that provides
                                                              them with more information about the offering
                                                         	 •	 Digital	supported	by	print:	
                                                              Consumers can request a print brochure to be sent to them if they want more details
                                                         – Online advertising can be the lead generator, but print is the persuasive factor




Copyright© 2009 Qube Studio Private Limited, Singapore
PRINT VS. DIGITAL
                                                                                                                                                        Statistics
                                                                                                                                                                     1.31
INTERNET USERS AND
POPULATION STATISTICS
FOR WORLDWIDE



                                                                  ill ion                                220 m
                                                                                                              i   l
                                                                                                         9 4 m l i on
                                                              m                                           42 m illio
                                                                                                 53 million
                                                                                                million
                                                         3            illi
                                                                          on 35
                                                                                   n
                                                                                                             illi
                                                                                                                    on
                                                         25
                                                                    m         illio




                                                                                                                          n 6
                                                                            m
                                                                                 26
                                                              50




                                                                                                                      33
                                                                                                                             0
                                                                                                     n
                                                                                            m   illio
                                                                                         16
                                                                  n




                                                                                                                         m
                                                                                                                               milli 36 mil
                                                                  illio




                                                                                                                           illio
                                                                             l i on
                                                              25 m
                                                                                 1 il




                                                                                                                             n
                                                                    23 20 million 8 m




                                                                                                                                    on
                                                                                                                    2
                                                                     on




                                                                                                                      8 million
                                                                                                                       2
                                                                milli




                                                                                                                         4m n
                                                                                                                           l io
                                                                                                                              illio
                                                                                                                                    n
                                                                                          on
                                                                                     illi
                                                                                 27 m




Copyright© 2009 Qube Studio Private Limited, Singapore
popula
            tio
                  n
                  intern
                                                                                                                                                                            PRINT VS. DIGITAL
                                                                                                                                                                                      Statistics
                                                                                                                                                                                                   1.32
                        et
                           users

                                                WORLD INTERNET USAGE
                                                AND POPULATION STATISTICS


                                                                                                                                              b ill i o n
                                                                                                                                         3 .8
                                                                                              8 04 m
                                                                                                    i




                                                                                                             lli
                                                                                                lio
                                                                                             mil n




                                                                                                                on
                                                                              Europe

                                                                                       393
                                                                                                                                                      65
                                llion
                             m i 2 51




                                                                                                                                                              7
                                                                                                                                                                  millio
                      33 8


                                    mi
                                        llion




                                                                                             million
                                          North America
                                                                                                                                                              n
                                                                                       5
                                                                                  97



                                                                                                     m
                                                                                                54
                                                                                                     illio




                                                                                                     n


                                                               58 1                                                  19 7 m
                                                                                                                                 illi
                                                                                                                         4           o
                                                                                                                          6 mi
                                                                  mi




                                                                                                                                  n
                                                                                                                      l li o
                                                                                                                     n




                                                                                                                                                                           Asia
                                                                      llion




                                                                                  Africa
                                                         ion
                                                                                                                      Middle East
                                                    4 mill
                                                     17




                                        Latin America/Caribbean                                                                                         3i4iomi
                                                                                                                                                          ll n




                                                                                                                                                                  llion
                                                                                                                                                       21 m
                                                                                                                                                    Oceania/Australia




Copyright© 2009 Qube Studio Private Limited, Singapore
PRINT VS. DIGITAL
                                                                                          Statistics
                                                                                                       1.33

                                                         Asia 657million
                                                               Internet Users
INTERNET USERS AND
POPULATION STATISTICS
FOR ASIA

                                                         3.8 billion


Internet Users
931million
                  Rest of
                  the World
                  2.9 billion


Copyright© 2009 Qube Studio Private Limited, Singapore
PRINT VS. DIGITAL
                                                                                                                                 Statistics
                                                                                                                                              1.34
INTERNET USAGE
IN EUROPE

                                                                                                       eu

                                                           world



                                                                                                        r
                                                                                                        ro
                                                                                                        ro  39
                                                                                                           p
                                                                                                           p3m
                                                                                   on




                                                                                                             e
                                                                                                             e
                                                                                                             illio
                                                                                        80
                                                                                           4




                                                                                                                   n
                                                                                           mi
                                                                            .9 billi


                                                                                               llio
                                                                                                   n
                                                                                                                                  population

                                                                                                                                  internet users

                                                                                  5
                                                         e  h
                                                            b il
                                                                lion
                                                           t     2




                                                                       1.
                                                                       1
                                                                       1
                                                                        rest of
                                                                        rest o
                                                                         e st o
                                                                         e st o
                                                                         e st o
                                                                         e st o
                                                                         es
                                                                         es
Copyright© 2009 Qube Studio Private Limited, Singapore
PRINT VS. DIGITAL
                                                                                                                                         Statistics
                                                                                                                                                      1.35
            INTERNET USERS AND
            POPULATION STATISTICS
            FOR THE AMERICAS




                                                                                                       million
                                                                                             million
                  North America




                                                                                                        338
                                                                                              247




                                                                                                                 million
                  South America                                              million




                                                                                                                  390
                                                                              129
                                                                                   million
                                                             million




                  Central America
                                                                                    151
                                                               29  million
                                                         million




                  The Caribbean
                                                                     40
                                                            9




                                                                                                                                Population
                                                                                                                             Internet Users
                                                                                                                           World Population




Copyright© 2009 Qube Studio Private Limited, Singapore
2.0
CONSUMERS
OF NOW
2.1 Informed Consumers
2.2 Affluent Consumers
2.3 Senior Business Executives




Copyright© 2009 Qube Studio Private Limited, Singapore
CONSUMERS OF NOW
                                                                                                                                                   2.1




INFORMED
CONSUMERS                                                – Consumers are more informed now than ever       – Consumers who feel they are not being heard
                                                                                                             will turn to other channels to share their
                                                         – Consumers are increasingly seeking out
                                                                                                             opinions and frustration
                                                           relationships with the companies they
                                                           choose to do business with                      – Many consumers choose the Internet to do
                                                                                                             so – specifically, social media sites which
                                                         – Buying decisions are built on information
                                                                                                             can include discussion boards, blog and
                                                           they have researched and influential
                                                                                                             online groups
                                                           online communities
                                                                                                           – These word-of-mouth propagating tools can
                                                         – Informed customers assert more control
                                                                                                             make or break a company’s reputation
                                                           over the brand
                                                         – They expect companies to participate in
                                                           dialogues with them and listen to their ideas
Copyright© 2009 Qube Studio Private Limited, Singapore     and requests as well as react to feedback
CONSUMERS OF NOW
                                                                                                                                                        2.2



                                                         AFFLUENT
                                                         CONSUMERS
                                                         – The affluent consumer is segment ready for online marketing
                                                         – They are highly considered and informed purchasers
                                                         – 91% of them look at reviews before buying luxury goods
                                                         – However, that does not mean luxury retailers can forgo plush packages and pampering
                                                         – The wealthy still like the brands they purchase to make them feel special
                                                         – They expect a luxury brand’s marketing to reflect the brand image
                                                         – They are also value-driven consumers in this downturn
                                                         – 87% of consumers state that they would rather buy a more costly item that keeps its value,
                                                           than a less expensive one whose value will diminish
                                                         – The recession has brought about feelings of “luxury shame” for certain affluent consumers,
                                                           which affect the extravagance and openness of their purchasing decisions




Copyright© 2009 Qube Studio Private Limited, Singapore
CONSUMERS OF NOW
                                                                                                                                  2.3




SENIOR
BUSINESS
EXECUTIVES                                               2009 Decision Dynamics study
                                                         (by Financial Times and Doremus):

                                                         – 66% of younger executives (under 45 years of age)
                                                           obtained their information from electronic media,
                                                           followed by traditional media
                                                         – Only 50% of those aged 55+ made the same claim
                                                         – However, 75% of all respondents disagreed with the statement
                                                           that the Internet meets all their information needs
                                                         – A majority of this segment still look to print for in-depth analysis




Copyright© 2009 Qube Studio Private Limited, Singapore
3.0
LUXURY
BRANDS AND
DIGITAL MEDIA
– Consumers feel that luxury brands have been              How Luxury Brands Should Use Digital Media
  slow on the uptake of Web 2.0                            3.1   Relationship Building
                                                           3.2   Tools
– They expect luxury brands to set the                           3.21 Email/eDM
  benchmark for digital advertising, much as                     3.22 Interactive or Virtual Catalogues
  they do in print advertising                                   3.23 Rich Media
                                                                 3.24 Website
– 68% of hoteliers reported that they would be                   3.25 Monitoring
  shifting their budgets from offline to online                  3.26 Other Social Media/Web 2.0 Tools
  marketing activities in 2008
                                                         – Web 2.0 is great for conversations and
                                                           winning but it is only part, and not all,
                                                           of the brand experience



Copyright© 2009 Qube Studio Private Limited, Singapore
LUXURY BRANDS AND DIGITAL MEDIA
                                                                                                               How Luxury Brands Should Use Digital Media
                                                                                                                                                            3.1



                      RELATIONSHIP
                          BUILDING                       – Understand how, when and why customers       – Be transparent and open
                                                           (as well as potential customers) use the     – Do not try to control the online conversation
                                                           Web and social networking                      or any consumer-generated media (CGM)–
                                                         – Listen in to the social media conversation     Instead, participate
                                                           that is already going on about the brand,    – Build authentic communities around
                                                           product or company                             the brand
                                                         – Use the online or digital space as a         – These communities will provide important
                                                           channel for customers to have a two-way        and timely opinions, reviews and information
                                                           conversation with the brand
                                                         – Learn how to communicate with
                                                           consumers in a way that encourages
                                                           trust and engagement




Copyright© 2009 Qube Studio Private Limited, Singapore
LUXURY BRANDS AND DIGITAL MEDIA
                                                                                                               How Luxury Brands Should Use Digital Media
                                                                                                                                                    Tools   3.21




                      EMAIL/eDM
                                                         – Tread carefully in this area to preserve the    – However the main message of the
                                                           long-term value of this marketing channel 6       email should not be obstructed.
                                                         – Realise which sort of email content and email   – Thus, marketing messages in eDMs
                                                           type consumers are looking to receive,            must be condensed
                                                           even if it is permission mail
                                                                                                           – Alternatively, marketers can provide a
                                                         – Based on interest and volume information,         mix of print and electronic direct mail
                                                           promotional emails are seen as the most
                                                                                                           – This reduces the amount of promotional
                                                           intrusive email type
                                                                                                             emails and also takes into consideration
                                                         – The quality of a company’s email program          C-level executives’ preference for print in
                                                           influences brand perceptions, whether             the leisure sector
                                                           negatively or positively
                                                                                                           – It could possibly replace or lessen a
                                                         – Integration of promotional marketing              brand’s online ad clutter by providing
                                                           messages into transactional emails is a           another advertising option to channel
                                                           marketer’s best tactic to cut through             messages through
                                                           promotional clutter




                                                         6   More details and statistics in Appendix
Copyright© 2009 Qube Studio Private Limited, Singapore
LUXURY BRANDS AND DIGITAL MEDIA
                                                                                                                  How Luxury Brands Should Use Digital Media
                                                                                                                                                       Tools   3.22




INTERACTIVE
OR VIRTUAL
CATALOGUES                                               – Interactive catalogues mirror offline print books
                                                         – Although catalogues are cumbersome, a significant segment of the customer base has shown
                                                           it prefers them to site-navigating
                                                         – They may not be the most popular option, but when people do engage, they convert
                                                         – Some luxury merchants send these interactive catalogues via email to their top customers
                                                           before their print books arrive in the mailbox. This gives the best customers a first look at
                                                           new merchandise
                                                         – The superior image reproduction of rich media catalogues appeals to luxury brands
                                                           and high end companies
                                                         – For brands that produce a print catalogue, the virtual catalogue maximises their investment
                                                           in the book’s creative material
Copyright© 2009 Qube Studio Private Limited, Singapore
LUXURY BRANDS AND DIGITAL MEDIA
                                                                          How Luxury Brands Should Use Digital Media
                                                                                                               Tools   3.23




                                                         RICH MEDIA   – Rich media are visually engaging
                                                                        content that highlights a brand’s
                                                                        products in the context of the
                                                                        environment, as well as the lifestyle
                                                                        they are meant to complement
                                                                      – An example is Tod’s video and
                                                                        online campaign




Copyright© 2009 Qube Studio Private Limited, Singapore
LUXURY BRANDS AND DIGITAL MEDIA
                                                                                                                 How Luxury Brands Should Use Digital Media
                                                                                                                                                      Tools   3.24




WEBSITE                                                  – Do not focus the website too narrowly around customer service and complaints
                                                         – Do not view the website solely as a place to market your product
                                                         – Use the website to build your brand image
                                                         – Consider the usefulness of the website for consumer research
                                                         – Introduce features on your website that will elicit consumer ideas, opinions and inputs
                                                         – Websites that are cluttered with ads not only annoy their audience, but diminish
                                                           ad effectiveness as well7
                                                         – Note that most consumers have grown oblivious to the industry-standard spaces for certain
                                                           online advertising media – for example, online ad banners –
                                                         – This results in a poor recall for web advertising




                                                         7   More detail in Appendix

Copyright© 2009 Qube Studio Private Limited, Singapore
LUXURY BRANDS AND DIGITAL MEDIA
                                                                   How Luxury Brands Should Use Digital Media
                                                                                                        Tools   3.25




                                                   MONITORING   – Monitoring is a part of the Brand
                                                                  Defensive Strategy
                                                                – Companies should react to customer
                                                                  reviews on social media sites that matter.
                                                                  For hoteliers, two important sites are
                                                                  TripAdvisor.com and HotelGuide.com




Copyright© 2009 Qube Studio Private Limited, Singapore
LUXURY BRANDS AND DIGITAL MEDIA
                                                            How Luxury Brands Should Use Digital Media
                                                                                                 Tools   3.26




OTHER SOCIAL MEDIA/
WEB 2.0 TOOLS
                                                         – Twitter
                                                         – Videos
                                                         – Forums
                                                         – Social bookmarking
                                                         – Blogs
                                                         – RSS
                                                         – Podcasts
                                                         – Vodcasts


Copyright© 2009 Qube Studio Private Limited, Singapore
4.0
LUXURY
BRANDS AND
PRINT MEDIA
4.1 What Digital Media Are Best Used For
4.2 What Print Is Best Used For




Copyright© 2009 Qube Studio Private Limited, Singapore
LUXURY BRANDS AND PRINT MEDIA
                                                                                                                                                     4.01

                                                         – While digital is still the forerunner in         – Personalising messages can also generate
                                                           contemporary marketing channels, print             up to 5 times the response rate over generic
                                                           proves to be a strong complementary or             communications, while adding a specific
                                                           supplement when wielded expertly                   offer to a customised message can increase
                                                         – Consumers read printed material 25% faster         the response rate by nearly 10 times
                                                           than onscreen material                           – A print ad should no longer stand alone.
                                                         – A Vertis Communications study stated that          Neither should any brand-building print
                                                           for complicated selling information, many          collateral, such as brochures, flyers,
                                                           consumers simply print out the material from       fact sheet, pocket folders, sales booklets,
                                                           the Internet in order to absorb it                 press kits. There has to be an accompanying
                                                                                                              Web presence
                                                         – A Deloitte survey stated that we are living in
                                                           a “media democracy”, where no single form        – The decision-maker that marketers need
                                                           of media dominates                                 to influence has less time to find and evaluate
                                                                                                              information, which means marketers have to
                                                         – A recent survey conducted by Pitney Bowes          blanket that prospect with multiple ways to
                                                           found that 56% of consumers had a high             access a brand
                                                           preference for personalised direct mail – with
                                                           messages and offers uniquely designed to        – The fact is, all media tools do some jobs well
                                                           reflect their needs and interests                 and some not so well, which is why finding
                                                                                                             the best marketing mix to leverage each
                                                         – Echelon Marketing Group president Don Neal        tool’s best capabilities would result in
                                                           states that email is the least able vehicle for   optimising overall marketing effectiveness
                                                           presenting a luxury brand image. More effective   and cost
                                                           methods include direct mail, catalogues,
                                                           telephone calls and special events




Copyright© 2009 Qube Studio Private Limited, Singapore
LUXURY BRANDS AND PRINT MEDIA
                                                                                                                                                         4.1




WHAT DIGITAL
MEDIA ARE BEST
USED FOR                                                 – Use digital/online to build and maintain customer relationships and customer loyalty
                                                         	 •	 The	greatest	of	the	Web’s	benefits	is	the	opportunity	to	interact	with	and
                                                              listen to customers
                                                         	 •	 It	can	be	utilised	as	as	a	quick	testing	ground	to	garner	feedback:
                                                              – to broadcast time-sensitive, quick information bites to consumers
                                                              – to serve as an effective channel when consumers are looking for
                                                                immediate information




Copyright© 2009 Qube Studio Private Limited, Singapore
LUXURY BRANDS AND PRINT MEDIA
                                                                                                        4.2




WHAT PRINT
IS BEST
USED FOR
– To build and maintain brand awareness
  (even if there is a shift to online)
– For more in-depth or longer pieces of writing
– When marketers want consumers to focus only on one item
  (as opposed to the multitasking of consumers when they read online)




Note:
If done well, print produces more effective results;
but if not, results are much worse

Copyright© 2009 Qube Studio Private Limited, Singapore
Ballantyne, C. (2008, Dec 23). Online v print reading: which       Faulhaber, P (2009, Feb 11). Online advertising: Advertising
                                                                               .                                                       Ogilvy & Mather (2009). Digital in a downturn – Smart strategies
one makes us smarter? The 60-Second Science News Blog              trends show shift from print. Suite 101. Retrieved from:            for tough times. Ogilvy & Mather Worldwide. Retrieved from:
(from Scientific American Inc). Retrieved from:                    http://web-advertising.suite101.com                                 http://www.ogilvyonrecession.com/
http://www.sciam.com/
                                                                   Fleishman-Hillard/Harris Interactive (2008, June 12). Digital       Pitney Bowes (2008). Unraveling the collateral management
Bates, R. (2009, Mar 1) The frugal consumer: When shoppers lose    influence index sheds new light on role of digital channels in      conundrum. Pitney Bowes Inc. Retrieved from:
the urge to splurge. Jewelers Circular Keystone. Retrieved from:   consumer decision-making. Harris Interactive. Retrieved from:       http://www.pb.com
http://www.jckonline.com                                           http://www.harrisinteractive.com
                                                                                                                                       Powers, W. (2006) Hamlet’s Blackberry: Why paper is eternal.
Comac (-). Collateral rationalization – Making your collateral     Hotel eBusiness Strategies (2008, Dec 26). Hotel internet           Joan Shorenstein Center on the Press, Politics and Public Policy
pay its own way. Comac, Inc. Retrieved from:                       marketing best practices and 2009 action Plan. 4 hoteliers.         Discussion Paper Series, Harvard University.
http://www.comac.com                                               Retrieved from:
                                                                   http://www.4hoteliers.com                                           Salter, G. & Bracewell, V. (2008, May 28). E-commerce: Web
Connolly, L. (2009). View from the inbox 2009: Actionable                                                                              remains a world away for big brands. The Financial Times.
information for marketers from the annual consumer email           Magill, K. (2006, Jun 1) From Print to screen. Penton Media, Inc.   Retrieved from:
attitudes and usage study. Merkle Inc. Retrieved from:             Retrieved from:                                                     http://www.ft.com
http://www.merkleinc.com/                                          http://www.multichannelmerchant.com
                                                                                                                                       Starkov, M. & Price, J. (2009, Mar 17). The hotelier’s internet
Coyler, E. (2007, Aug 27). Luxury brands confront Web 2.0.         Mitre (2007). Do you need printed collateral in a digital world?    marketing action plan for a difficult economy. Hotel Marketing.
BrandChannel. Retrieved from:                                      Mitre Agency. Retrieved from:                                       Retrieved from
http://brandchannel.com/                                           http://mitreagencyclients.com                                       http://www.hotelmarketing.com

Davies, M. (2008, Oct). Listening to consumers 101: How            Mortimer, P (2008, July 8). Where is the money? Sales and
                                                                              .                                                        Tsao, J. & Sibley, S. (2004, May 12). Displacement and
marketers can leverage consumer-generated media. Nielsen           marketing collateral. Printing News. Retrieved from:                reinforcement effects on the internet and other media as
Online. Retrieved from:                                            http://www.printingnews.com                                         sources of advertising information. Cambridge Journal of
http://www.nielsen-online.com                                                                                                          Advertising Research, Vol. 44, Issue 01. Retrieved from:
                                                                   Nussey, B. (2009, Mar 24). The rules of engagement                  http://journals.cambridge.org
Doremus (2009, Mar 12). Worldwide senior execs “Can’t get          marketing. iMedia Connection. Retrieved from:
enough” media says new Financial Times/Doremus survey.             http://www.imediaconnection.com                                     Wegert, T. (2008, Oct 9). Using video to elevate luxury
Retrieved from:                                                                                                                        marketing online. ClickZ. Retrieved from:
http://www.doremus.com                                                                                                                 http://www.clickz.com




5.0 BIBLIOGRAPHY
Copyright© 2009 Qube Studio Private Limited, Singapore

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Print Vs Digital

  • 1. Print vs. Digital Prepared By Qube, Singapore
  • 2. CON- 1.0 PRINT VS. DIGITAL 1.1 Pros and Cons 1.2 How Print Supports Digital and Vice Versa TENT 1.3 Statistics 2.0 CONSUMERS OF NOW 2.1 Informed Consumers 2.2 Affluent Consumers 2.3 Senior Business Executives 3.0 LUXURY BRANDS AND DIGITAL MEDIA How Luxury Brands Should Use Digital Media 3.1 Relationship Building 3.2 Tools 3.21 Email/eDM 3.22 Interactive or Virtual Catalogues 3.23 Rich Media 3.24 Website 3.25 Monitoring 3.26 Other Social Media/Web 2.0 Tools 4.0 LUXURY BRANDS AND PRINT MEDIA 4.1 What Digital Media Are Best Used For 4.2 What Print Is Best Used For 5.0 BIBLIOGRAPHY Copyright© 2009 Qube Studio Private Limited, Singapore
  • 3. 1.0 PRINT VS. DIGITAL 1.1 Pros and Cons 1.2 How Print Supports Digital and Vice Versa 1.3 Statistics Copyright© 2009 Qube Studio Private Limited, Singapore
  • 4. PRINT VS. DIGITAL 1.01 – A printed piece appeals to the most basic level of a person’s senses – Survey respondents state that the ability to hold, smell and feel an object is what they remember most about a piece and the product or brand it represents – People read word-for-word when reading print, but only scan online text1 – The online environment deters the consumer from focusing because of its multiple distractions (other open windows/tabs, instant messaging, etc.) – Reading online may not be as rewarding – or effective – as reading the printed word2 Thus, online and offline content cannot be written or presented the same way3 – C-level business executives have a preference for print in the leisure sector (i.e. magazines on their hobbies, or reading during their leisure time) – Magazine print ads are more effective than online banner ads4 1 Statistics in Appendix 2 More details in Appendix 3 More details in Appendix 4 More details in Appendix Copyright© 2009 Qube Studio Private Limited, Singapore
  • 5. 1.1 PRINT VS. DIGITAL PROS CONS – Tactile and prehensile – Cost – Portable, convenient and easy to read – Does not address all of the ways – Discrete units of text facilitate concentration consumers want to get information – Higher credibility – Takes up physical space – Remains a comfortable form for older – Can be in only one place at a time generations PRINT DIGITAL PROSa – “Up-to-the-minute” information CONS – No limit to the amount of search results – Interactive user feedback – Question of validity and credibility 5 – Easily searchable – Results must be evaluated carefully – Depth and richness of content – Readability is worse – Quick and easy to produce – Divided attention of internet-browsing consumer (multiple distractions) 5 While consumers clearly see the benefits of the Internet on their lives, they continue to have concerns about Internet safety and the trustworthiness of some online information – just 28% trust the information that companies provide on the Internet. Copyright© 2009 Qube Studio Private Limited, Singapore
  • 6. 1.2 PRINT VS. DIGITAL HOW PRINT SUPPORTS DIGITAL AND VICE VERSA – Consumers with favourable opinions towards online advertising expressed more positive attitudes towards all other traditional forms of advertising media tested – The reverse is also true – Marketers can either use print to support digital, or use digital to support print: • Print supported by digital: Consumers receive print collateral directing them to an online source that provides them with more information about the offering • Digital supported by print: Consumers can request a print brochure to be sent to them if they want more details – Online advertising can be the lead generator, but print is the persuasive factor Copyright© 2009 Qube Studio Private Limited, Singapore
  • 7. PRINT VS. DIGITAL Statistics 1.31 INTERNET USERS AND POPULATION STATISTICS FOR WORLDWIDE ill ion 220 m i l 9 4 m l i on m 42 m illio 53 million million 3 illi on 35 n illi on 25 m illio n 6 m 26 50 33 0 n m illio 16 n m milli 36 mil illio illio l i on 25 m 1 il n 23 20 million 8 m on 2 on 8 million 2 milli 4m n l io illio n on illi 27 m Copyright© 2009 Qube Studio Private Limited, Singapore
  • 8. popula tio n intern PRINT VS. DIGITAL Statistics 1.32 et users WORLD INTERNET USAGE AND POPULATION STATISTICS b ill i o n 3 .8 8 04 m i lli lio mil n on Europe 393 65 llion m i 2 51 7 millio 33 8 mi llion million North America n 5 97 m 54 illio n 58 1 19 7 m illi 4 o 6 mi mi n l li o n Asia llion Africa ion Middle East 4 mill 17 Latin America/Caribbean 3i4iomi ll n llion 21 m Oceania/Australia Copyright© 2009 Qube Studio Private Limited, Singapore
  • 9. PRINT VS. DIGITAL Statistics 1.33 Asia 657million Internet Users INTERNET USERS AND POPULATION STATISTICS FOR ASIA 3.8 billion Internet Users 931million Rest of the World 2.9 billion Copyright© 2009 Qube Studio Private Limited, Singapore
  • 10. PRINT VS. DIGITAL Statistics 1.34 INTERNET USAGE IN EUROPE eu world r ro ro 39 p p3m on e e illio 80 4 n mi .9 billi llio n population internet users 5 e h b il lion t 2 1. 1 1 rest of rest o e st o e st o e st o e st o es es Copyright© 2009 Qube Studio Private Limited, Singapore
  • 11. PRINT VS. DIGITAL Statistics 1.35 INTERNET USERS AND POPULATION STATISTICS FOR THE AMERICAS million million North America 338 247 million South America million 390 129 million million Central America 151 29 million million The Caribbean 40 9 Population Internet Users World Population Copyright© 2009 Qube Studio Private Limited, Singapore
  • 12. 2.0 CONSUMERS OF NOW 2.1 Informed Consumers 2.2 Affluent Consumers 2.3 Senior Business Executives Copyright© 2009 Qube Studio Private Limited, Singapore
  • 13. CONSUMERS OF NOW 2.1 INFORMED CONSUMERS – Consumers are more informed now than ever – Consumers who feel they are not being heard will turn to other channels to share their – Consumers are increasingly seeking out opinions and frustration relationships with the companies they choose to do business with – Many consumers choose the Internet to do so – specifically, social media sites which – Buying decisions are built on information can include discussion boards, blog and they have researched and influential online groups online communities – These word-of-mouth propagating tools can – Informed customers assert more control make or break a company’s reputation over the brand – They expect companies to participate in dialogues with them and listen to their ideas Copyright© 2009 Qube Studio Private Limited, Singapore and requests as well as react to feedback
  • 14. CONSUMERS OF NOW 2.2 AFFLUENT CONSUMERS – The affluent consumer is segment ready for online marketing – They are highly considered and informed purchasers – 91% of them look at reviews before buying luxury goods – However, that does not mean luxury retailers can forgo plush packages and pampering – The wealthy still like the brands they purchase to make them feel special – They expect a luxury brand’s marketing to reflect the brand image – They are also value-driven consumers in this downturn – 87% of consumers state that they would rather buy a more costly item that keeps its value, than a less expensive one whose value will diminish – The recession has brought about feelings of “luxury shame” for certain affluent consumers, which affect the extravagance and openness of their purchasing decisions Copyright© 2009 Qube Studio Private Limited, Singapore
  • 15. CONSUMERS OF NOW 2.3 SENIOR BUSINESS EXECUTIVES 2009 Decision Dynamics study (by Financial Times and Doremus): – 66% of younger executives (under 45 years of age) obtained their information from electronic media, followed by traditional media – Only 50% of those aged 55+ made the same claim – However, 75% of all respondents disagreed with the statement that the Internet meets all their information needs – A majority of this segment still look to print for in-depth analysis Copyright© 2009 Qube Studio Private Limited, Singapore
  • 16. 3.0 LUXURY BRANDS AND DIGITAL MEDIA – Consumers feel that luxury brands have been How Luxury Brands Should Use Digital Media slow on the uptake of Web 2.0 3.1 Relationship Building 3.2 Tools – They expect luxury brands to set the 3.21 Email/eDM benchmark for digital advertising, much as 3.22 Interactive or Virtual Catalogues they do in print advertising 3.23 Rich Media 3.24 Website – 68% of hoteliers reported that they would be 3.25 Monitoring shifting their budgets from offline to online 3.26 Other Social Media/Web 2.0 Tools marketing activities in 2008 – Web 2.0 is great for conversations and winning but it is only part, and not all, of the brand experience Copyright© 2009 Qube Studio Private Limited, Singapore
  • 17. LUXURY BRANDS AND DIGITAL MEDIA How Luxury Brands Should Use Digital Media 3.1 RELATIONSHIP BUILDING – Understand how, when and why customers – Be transparent and open (as well as potential customers) use the – Do not try to control the online conversation Web and social networking or any consumer-generated media (CGM)– – Listen in to the social media conversation Instead, participate that is already going on about the brand, – Build authentic communities around product or company the brand – Use the online or digital space as a – These communities will provide important channel for customers to have a two-way and timely opinions, reviews and information conversation with the brand – Learn how to communicate with consumers in a way that encourages trust and engagement Copyright© 2009 Qube Studio Private Limited, Singapore
  • 18. LUXURY BRANDS AND DIGITAL MEDIA How Luxury Brands Should Use Digital Media Tools 3.21 EMAIL/eDM – Tread carefully in this area to preserve the – However the main message of the long-term value of this marketing channel 6 email should not be obstructed. – Realise which sort of email content and email – Thus, marketing messages in eDMs type consumers are looking to receive, must be condensed even if it is permission mail – Alternatively, marketers can provide a – Based on interest and volume information, mix of print and electronic direct mail promotional emails are seen as the most – This reduces the amount of promotional intrusive email type emails and also takes into consideration – The quality of a company’s email program C-level executives’ preference for print in influences brand perceptions, whether the leisure sector negatively or positively – It could possibly replace or lessen a – Integration of promotional marketing brand’s online ad clutter by providing messages into transactional emails is a another advertising option to channel marketer’s best tactic to cut through messages through promotional clutter 6 More details and statistics in Appendix Copyright© 2009 Qube Studio Private Limited, Singapore
  • 19. LUXURY BRANDS AND DIGITAL MEDIA How Luxury Brands Should Use Digital Media Tools 3.22 INTERACTIVE OR VIRTUAL CATALOGUES – Interactive catalogues mirror offline print books – Although catalogues are cumbersome, a significant segment of the customer base has shown it prefers them to site-navigating – They may not be the most popular option, but when people do engage, they convert – Some luxury merchants send these interactive catalogues via email to their top customers before their print books arrive in the mailbox. This gives the best customers a first look at new merchandise – The superior image reproduction of rich media catalogues appeals to luxury brands and high end companies – For brands that produce a print catalogue, the virtual catalogue maximises their investment in the book’s creative material Copyright© 2009 Qube Studio Private Limited, Singapore
  • 20. LUXURY BRANDS AND DIGITAL MEDIA How Luxury Brands Should Use Digital Media Tools 3.23 RICH MEDIA – Rich media are visually engaging content that highlights a brand’s products in the context of the environment, as well as the lifestyle they are meant to complement – An example is Tod’s video and online campaign Copyright© 2009 Qube Studio Private Limited, Singapore
  • 21. LUXURY BRANDS AND DIGITAL MEDIA How Luxury Brands Should Use Digital Media Tools 3.24 WEBSITE – Do not focus the website too narrowly around customer service and complaints – Do not view the website solely as a place to market your product – Use the website to build your brand image – Consider the usefulness of the website for consumer research – Introduce features on your website that will elicit consumer ideas, opinions and inputs – Websites that are cluttered with ads not only annoy their audience, but diminish ad effectiveness as well7 – Note that most consumers have grown oblivious to the industry-standard spaces for certain online advertising media – for example, online ad banners – – This results in a poor recall for web advertising 7 More detail in Appendix Copyright© 2009 Qube Studio Private Limited, Singapore
  • 22. LUXURY BRANDS AND DIGITAL MEDIA How Luxury Brands Should Use Digital Media Tools 3.25 MONITORING – Monitoring is a part of the Brand Defensive Strategy – Companies should react to customer reviews on social media sites that matter. For hoteliers, two important sites are TripAdvisor.com and HotelGuide.com Copyright© 2009 Qube Studio Private Limited, Singapore
  • 23. LUXURY BRANDS AND DIGITAL MEDIA How Luxury Brands Should Use Digital Media Tools 3.26 OTHER SOCIAL MEDIA/ WEB 2.0 TOOLS – Twitter – Videos – Forums – Social bookmarking – Blogs – RSS – Podcasts – Vodcasts Copyright© 2009 Qube Studio Private Limited, Singapore
  • 24. 4.0 LUXURY BRANDS AND PRINT MEDIA 4.1 What Digital Media Are Best Used For 4.2 What Print Is Best Used For Copyright© 2009 Qube Studio Private Limited, Singapore
  • 25. LUXURY BRANDS AND PRINT MEDIA 4.01 – While digital is still the forerunner in – Personalising messages can also generate contemporary marketing channels, print up to 5 times the response rate over generic proves to be a strong complementary or communications, while adding a specific supplement when wielded expertly offer to a customised message can increase – Consumers read printed material 25% faster the response rate by nearly 10 times than onscreen material – A print ad should no longer stand alone. – A Vertis Communications study stated that Neither should any brand-building print for complicated selling information, many collateral, such as brochures, flyers, consumers simply print out the material from fact sheet, pocket folders, sales booklets, the Internet in order to absorb it press kits. There has to be an accompanying Web presence – A Deloitte survey stated that we are living in a “media democracy”, where no single form – The decision-maker that marketers need of media dominates to influence has less time to find and evaluate information, which means marketers have to – A recent survey conducted by Pitney Bowes blanket that prospect with multiple ways to found that 56% of consumers had a high access a brand preference for personalised direct mail – with messages and offers uniquely designed to – The fact is, all media tools do some jobs well reflect their needs and interests and some not so well, which is why finding the best marketing mix to leverage each – Echelon Marketing Group president Don Neal tool’s best capabilities would result in states that email is the least able vehicle for optimising overall marketing effectiveness presenting a luxury brand image. More effective and cost methods include direct mail, catalogues, telephone calls and special events Copyright© 2009 Qube Studio Private Limited, Singapore
  • 26. LUXURY BRANDS AND PRINT MEDIA 4.1 WHAT DIGITAL MEDIA ARE BEST USED FOR – Use digital/online to build and maintain customer relationships and customer loyalty • The greatest of the Web’s benefits is the opportunity to interact with and listen to customers • It can be utilised as as a quick testing ground to garner feedback: – to broadcast time-sensitive, quick information bites to consumers – to serve as an effective channel when consumers are looking for immediate information Copyright© 2009 Qube Studio Private Limited, Singapore
  • 27. LUXURY BRANDS AND PRINT MEDIA 4.2 WHAT PRINT IS BEST USED FOR – To build and maintain brand awareness (even if there is a shift to online) – For more in-depth or longer pieces of writing – When marketers want consumers to focus only on one item (as opposed to the multitasking of consumers when they read online) Note: If done well, print produces more effective results; but if not, results are much worse Copyright© 2009 Qube Studio Private Limited, Singapore
  • 28. Ballantyne, C. (2008, Dec 23). Online v print reading: which Faulhaber, P (2009, Feb 11). Online advertising: Advertising . Ogilvy & Mather (2009). Digital in a downturn – Smart strategies one makes us smarter? The 60-Second Science News Blog trends show shift from print. Suite 101. Retrieved from: for tough times. Ogilvy & Mather Worldwide. Retrieved from: (from Scientific American Inc). Retrieved from: http://web-advertising.suite101.com http://www.ogilvyonrecession.com/ http://www.sciam.com/ Fleishman-Hillard/Harris Interactive (2008, June 12). Digital Pitney Bowes (2008). Unraveling the collateral management Bates, R. (2009, Mar 1) The frugal consumer: When shoppers lose influence index sheds new light on role of digital channels in conundrum. Pitney Bowes Inc. Retrieved from: the urge to splurge. Jewelers Circular Keystone. Retrieved from: consumer decision-making. Harris Interactive. Retrieved from: http://www.pb.com http://www.jckonline.com http://www.harrisinteractive.com Powers, W. (2006) Hamlet’s Blackberry: Why paper is eternal. Comac (-). Collateral rationalization – Making your collateral Hotel eBusiness Strategies (2008, Dec 26). Hotel internet Joan Shorenstein Center on the Press, Politics and Public Policy pay its own way. Comac, Inc. Retrieved from: marketing best practices and 2009 action Plan. 4 hoteliers. Discussion Paper Series, Harvard University. http://www.comac.com Retrieved from: http://www.4hoteliers.com Salter, G. & Bracewell, V. (2008, May 28). E-commerce: Web Connolly, L. (2009). View from the inbox 2009: Actionable remains a world away for big brands. The Financial Times. information for marketers from the annual consumer email Magill, K. (2006, Jun 1) From Print to screen. Penton Media, Inc. Retrieved from: attitudes and usage study. Merkle Inc. Retrieved from: Retrieved from: http://www.ft.com http://www.merkleinc.com/ http://www.multichannelmerchant.com Starkov, M. & Price, J. (2009, Mar 17). The hotelier’s internet Coyler, E. (2007, Aug 27). Luxury brands confront Web 2.0. Mitre (2007). Do you need printed collateral in a digital world? marketing action plan for a difficult economy. Hotel Marketing. BrandChannel. Retrieved from: Mitre Agency. Retrieved from: Retrieved from http://brandchannel.com/ http://mitreagencyclients.com http://www.hotelmarketing.com Davies, M. (2008, Oct). Listening to consumers 101: How Mortimer, P (2008, July 8). Where is the money? Sales and . Tsao, J. & Sibley, S. (2004, May 12). Displacement and marketers can leverage consumer-generated media. Nielsen marketing collateral. Printing News. Retrieved from: reinforcement effects on the internet and other media as Online. Retrieved from: http://www.printingnews.com sources of advertising information. Cambridge Journal of http://www.nielsen-online.com Advertising Research, Vol. 44, Issue 01. Retrieved from: Nussey, B. (2009, Mar 24). The rules of engagement http://journals.cambridge.org Doremus (2009, Mar 12). Worldwide senior execs “Can’t get marketing. iMedia Connection. Retrieved from: enough” media says new Financial Times/Doremus survey. http://www.imediaconnection.com Wegert, T. (2008, Oct 9). Using video to elevate luxury Retrieved from: marketing online. ClickZ. Retrieved from: http://www.doremus.com http://www.clickz.com 5.0 BIBLIOGRAPHY Copyright© 2009 Qube Studio Private Limited, Singapore