Printing and production

Share this article:
Printing and production
Printing and production

The printing and production channel has changed dramatically, most notably in the move to digital printing. Jan Riecher, VP and general manager of HP's Graphics Solutions Business in the Americas, says, “As the analog-to-digital print transformation gains momentum … marketing agencies are adopting new digital printing applications such as variable-data collateral and signage to create more targeted, effective campaigns.”

Riecher adds that another trend is the increased focus on going green: “[We want to] reduce the environmental impact of printing and recognize the significant environmental benefits of digital printing, such as reduced waste and inventory — which also lower costs.” He predicts that a year from now, the sector will have seen a major surge in creative marketing campaigns that incorporate more digital elements.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Features

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Features

Brooklyn Nets Reboot a Storied Basketball Brand

Brooklyn Nets Reboot a Storied Basketball Brand

Pride. Attitude. A fresh start. You'll find them all in Brooklyn, as the National Basketball Association's Nets franchise did by moving to New York City's most populous and hippest borough.

Channels Are Out. Impact Is In.

Channels Are Out. Impact Is In.

The brands most successful with omnichannel marketing are those who think about outcomes, not channels.

All Marketing Is Direct

All Marketing Is Direct

Data-driven. Digital. Direct. These formerly distinct marketing terms are merging as real-time relevance increasingly drives customer interactions.