The Future of Printing: Trends and Technologies Shaping Our Industry

While the notion that the print industry is dying has been permeating the marketing world for years, we can assure you that demand still exists for one of the oldest forms of marketing. That being said, like with anything else, growth is required for an industry to adjust to changing climates. 

The print industry is no different. There are many changes happening in print that are inspiring marketers around the world. Everything from press innovation and omni-channel campaigns, to advanced finishing techniques and strategic design elements that promote engagement. 

Read on to learn more about trends in the industry and how Lahlouh is staying at the forefront of it all. 

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Digital Printing Technology

New digital printing technologies have made this level of personalization feasible due to software integrations that allow for an infinite number of variable fields on the same production run. By eliminating the need for plates, Lahlouh can run highly variable jobs efficiently and cost-effectively. Digital printing also reduces paper waste by 10% or more. 

Roll-fed digital printing has added substantial value to our suite of services because it allows us to print and finish highly variable content at unprecedented rates. Lahlouh recently invested in a roll-fed press that offers offset-like quality with the speed and price of digital printing. Unlike the standard inkjet technology on the market, our new press is able to print on many substrates including coated stocks, with color saturation and precision never seen before. 

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Personalization and Variable Data Printing (VDP)

Personalization in print has exposed a whole new channel of marketing that combines the data tracking capabilities of digital marketing with the tangibility of physical printing. Gone are the days of generalized ads boasting set discounts to all recipients. With new digital technologies, marketers are able to create a personalized experience for each recipient using variable data fields that will increase response rates substantially - raising the average of 2% for stock mailers up to 6.5% for personalized mail. 

Lahlouh works with customers in the retail, healthcare, and financial service industries to help them reach a more targeted audience with content that is relevant and inspires engagement. No two pieces look the same anymore as our team uses advanced pre-press software to create rule-based trigger campaigns that will make any marketer look good. 

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Cross-Media Integration

With technology being more integrated into marketing strategies than ever before, it’s important to consider strong cross-media integration strategies that ensure you get the best of both worlds. By incorporating a direct mail campaign with coinciding emails and personalized landing pages (PURLs) you are creating an experience unlike ever before for the end user. Our development team at Lahlouh builds custom workflows and digital assets that will perfectly compliment your printed pieces in a way that is sure to increase conversion rates. 

Everything from integrating photos that are relatable to the recipients demographics to QR codes, to incorporating their interests based on data trends collected from their experience engaging with your brand. Examples of data collection are products left in a cart for e-commerce retail businesses, tracked cookies on your company’s website focused on a specific service you offer, or an ad they clicked on that collected key information about their preferences. 

By subtly incorporating these small details, Lahlouh helps your recipient now feels seen and appreciated, encouraging them to support your brand. 

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Advanced Finishing Techniques

Ink on paper doesn’t quite cut it anymore when it comes to getting the attention of consumers that are overstimulated and constantly bombarded with ads in every form. Today’s marketers have their work cut out for them trying to engage with an audience that now unconsciously avoids anything that looks like an ad. 

By incorporating advanced finishing techniques such as UV glosses, hot foil stamping, or beveled embossing, you are able to gain an advantage over the competition by providing a sensory experience bolder than all the rest. Think of a time when you received a piece of mail with the slightest hint of soft touch texture or bold 3D letters. Even though you will eventually recycle the piece, the odds of it staying top of mind are most definitely higher.  

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Print-on-Demand (PoD) Technologies

Print-on-Demand has become more popular in recent years because of the increase in awareness around sustainability. By using a PoD solution, marketers are able to reduce obsolescence when working shorter and more targeted campaigns. It can also create savings on warehousing costs that typically arise when printing in large quantities all at once. 

While there is a time and place for longer runs and warehoused materials, having the option of PoD is a great alternative for budget and eco-conscious marketing teams that still want the tangibility without the extra materials lying around. 

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