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.
