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 mixTRANSCRIPT
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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 September 2013
The Signs Aren’t Good
3
Looking 5 years ahead commercial printing in the developed world will be significantly smaller
US commercial print shipments projection Billion of $ inflation adjusted
67.0
2013E
72.0
2012E
62.0
2014E
76.0
55.0
2016E 2015E 2011
81.0
2010
87.2
2009
87.8
2008
101.0
2007
109.3
2006
108.5 -49.7%
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News: It took the newspaper industry 10 years to lose what it gained in 50
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News Today
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Advertising: Where is it going?
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Advertising dollars are moving away from traditional media to new channels U.S marketing spend growth, by channel , CAGR 2007-2009%
-19.4
-10.7
-9.8
-8.4
1.9
11.6
20.8
30.0
Display
Search
Broadcast
Direct mail
-0.1
Mobile
Out-of-home
U.S GDP Source: Bureau of Economic Analysis, Congressional Budget Office, Winterberry Group -The future of Direct Mail in a changing market place 2010
9
Smartphones & Tablets Have Almost Doubled Time Online
Total
+97%
Smartphone
+389%
PC
+20%
Tablet
New!
Our World Has Changed
11
It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change. — Charles Darwin
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They’ve Gone Digital … With HP
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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
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19
20
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Leather and Canvas shoes Using heat transfer sheet
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Pantone & Leo Burnett Swatchbook as a unique promotional tool Spot colors – true color matching
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Pantone & Leo Burnett Swatchbook as a unique promotional tool Spot colors – true color matching
What Does This Have to Do With HP?
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The HP Indigo 10000 Digital Press
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It’s All About Digital Print
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Print Connects
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Digital Print has relevance, so it: • Makes print emotional • Connects more powerfully • Delivers competitive edge to both
brands & printing companies
Print Connects
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Industry growth is in high-value digital pages
Indigo Pages
Digital Pages
Analog Pages 0%
200%
400%
600%
800%
1000%
1200%
1400%
1600%
1800%
2000%
2200%
2007 2008 2009 2010 2011 F 2012 F 2013 F 2014 F
Indigo Pages
Digital Pages
Analog Pages
Indigo & IHPS Page Growth High-value Page Growth vs. Analog
Digital press page growth driven by high-value digital pages:
Photos & Photo Books
Marketing Collateral
Labels & Packaging
Publishing
Ind
ices
Gro
wth
Rat
e
(2
00
4 =
10
0%
)
Three Key Trends
1. It’s All About Relevance
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Marketers are Moving from VOLUME to VALUE
The RIGHT Customer The RIGHT Product The RIGHT Channel
The RIGHT Time The RIGHT Message
Mass Communication
VOLUME
Personalization & Customization
VALUE
Relevance
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For Relevance, Data is Oxygen!
Customized
Personalized
Targeted
Accountable
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Personalization Becomes Possible
MY Name!
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Personalized Application – Seasonal, can become a Retail Product
So Does Customization
2. Consumers Live Online AND Offline
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The Latest QR Codes
Color increases scan rates
25-30%
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This Happened on Facebook Jan 2013
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“Dad, We Want a Puppy” NO!
7 hours!
Our Dad SO doesn’t understand the power of FB!
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5 days
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Keds Kids, Israel – Fashion Catalog Combination of variable data printing with Social media
Your kids are stars!
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Let’s Not Forget OFFLINE!
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A Surprising User of Direct Mail!
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A Surprising User of Direct Mail!
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A Surprising User of Direct Mail!
3. Reality Is Not Enough…
…The World of O2O
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O2O Online 2 Offine
• Online2Offline or Offline2Online
• It’s The Great Digital Divide
What is Augmented Reality (AR)?
• Virtual reality replaces the real world with a simulated one
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Has Print Lost Its Power in Today’s Digital World?
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No. But It Has Changed.
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No. But It Has Changed.
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Passion
Courage
Commitment
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It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change. — Charles Darwin
Thank you!