Innovation isn’t merely a buzz word.
Innovation means action. By producing a new solution to solve a new problem, you are generating value and revenue for your business.
It’s simple economics.
In developed economies, traditional print is under significant threat. Just take a look at the publishing industry. And this is not just down to the economy. The fact is the world is shifting online at a faster pace than we ever imagined.
Whether we decide to adopt these completely new technologies or not – recognising that technology is helping to define our consumption of information is very important indeed.
The words ‘innovation’, ‘customisation’ & ‘niche’ are the words that are now typically being used by the world’s most successful print businesses. By acting upon innovative ideas, these businesses have generated positive momentum whatever the economic challenge presented to them.
Thankfully, (and I can sense a collective sigh of relief for those of us who believe in the awesome power of print) in wide format digital print production – the revolution is continuing to meet this new challenge. But the printed word is not spreading as fast as online or social media. It doesn’t allow for the same ability to focus, target and measure interaction with a customer base. More than that, print just can’t communicate at anywhere near the same speed as online media.
But social media engenders a different response, emotion and reaction. Printed media can inspire, remind, entertain and provoke a totally different set of emotions in an entirely different environment.
Different touch points, different responses. There is no competition, in fact online and print should be complementary.
The clever & dynamic amongst the global printing community are spinning their businesses in different ways and creating a new demand by developing niches. The conceptual printer can continue to survive, but the word ‘printer’ may start to become an inaccurate description, a remnant of the past.
In the US, social media and outdoor advertising are being utilised to grab attention and bring a message to the audience with a totally awesome display of blending technologies http://bit.ly/92ywnY
Who would have thought that twitter and an outdoor campaign would deliver value? Innovation and new thinking has delivered impact and competitive advantage. And that’s where the change is occurring.
And being innovative doesn’t mean you have to take massive risks. It could be an innovative process, product, production technique, substrate solution, workflow software or new idea that a customer will grab hold of to help their business grow.
In this blog we’ll be writing weekly about how the industry is innovating for the future in the build up to FESPA 2010 but we also want to know what you think, what’s your understanding of the future of print, what are the innovations you’ve seen, would like to see? After all, we are the global community and it is with us you can air your views.
We look forward to hearing from you.
Marcus
Soap Opera company is a group of decorators who are now moving into digital textile printing . Innovation in textiles is all the buzz in Russian market now. Trying to be careful to go for the newest solutions for a big Moscow market. Be happy to participate in the future discussions.