There will always be a market for commercial printing. In fact, a November 2021 report shows that the global commercial printing industry generated nearly $700 billion in annual revenue in 2020, with 2.3% growth projected by 2026. Even as media evolves and digital marketing grows, print collateral has shown to be just as effective—if not more so—than in the past. Direct mail alone has a median ROI of 29%. The total impact of a blended digital and print marketing mix isn't lessening anytime soon.
So what does 2022 hold for direct mail marketing and printed collateral? And how can marketers and print buyers address these issues?
Logistical challenges will continue to impact production.
Paper and ink shortages still plague the industry, but shipping issues and postal delays add to the planning frustration. Not to mention the (seemingly continuous) postage increases that keep popping up! Plan ahead to maximize flexibility.
Consider the five pieces of information necessary for each print job. At what points could delays or shortages affect your project? How much could an extra ounce or inch cost you in the mail? If you don't know the answers, consult your printer! That's what we're here for. The sooner you start the planning process, the more flexibility you have to get the job done correctly and on time. And that's a win for everyone.
The Great Resignation has contributed to nationwide labor shortages.
During the height of the Covid-19 pandemic, many American workers re-evaluated their employment situations. From a better work/life balance to higher pay and better benefits, employees have quit in droves during Fall 2021.
Fewer workers means all print shops are facing the same issues. The difference is how they handle their current business. If you have a relationship with a commercial printer, stick with them. Your print partner already knows you and can recommend solutions that work for your business. A new printer will not only need to solve your problems, but also learn your business at the same time.
Personalization continues to drive sales.
Consider this: 80% of consumers are more likely to buy from a company that provides a personalized experience. Businesses that identify and address consumers' individual needs will see vastly improved engagement rates and more brand loyalty. This trend doesn't only apply to retailers, either. Healthcare providers, educational institutions, and other service providers will see benefits from incorporating personalized elements into their marketing.
Intelligent mailing is a proven technique that uses your customer and prospect databases to present customized information to individual recipients. From images and graphics to headlines and body copy, the options for personalization abound.
Sustainability concerns drive customer decision-making.
"Brands that deliver on pursuit of purpose, that drive a culture of sustainable innovation, are the front runners in consumers' eyes—and they are watching," says Cristianne Close, Global Markets Practice Leader for WWF International. According to Forbes, "68% of highly empowered consumers plan to step up their efforts to identify brands that reduce environmental impact."
Companies must align themselves with sustainable suppliers to capture the eco-consumers of 2022. Look for a printing partner like Vomela, which prioritizes sustainability and actively looks for innovative ways to reduce the environmental impact of production.
