“THE END OF PAPER”, MYTH OR REALITY?
For several years now, digital has continued to develop to offer ever more unique content, which is out of the ordinary and which has the ability to captivate its audience. This development has taken a considerable place in communication, but what becomes of print in all of this?
THE ARRIVAL OF DIGITAL IN COMMUNICATION
With the advent of digital, communication has taken on a whole new dimension. Indeed, new possibilities are open to companies to surprise consumers even more. 3D effect, new platforms, e-mailing campaigns and many other digital solutions have emerged to give birth to digital communication. This trend has generated many benefits and great fascination.
Digital has transmitted a significant ease of access to the unthinkable: sending a DM to your idol, tagging big brands on social networks, reaching a wider range of consumers. The scope of actions has proven to be optimized and developed thanks to digital technology. Be careful, however, to think about the consequences, a message sent too quickly has often arrived and can have real consequences.
Digital brings a real excitement and speed around information. Thanks to digital, everything is broadcast instantly, information knows no borders, the whole world can find out about the information required. The way of expressing oneself has also been evaluated with the digital. Obviously, a magazine interview will not be written the same way as a video interview.
What is most obvious in the evolution of this field is the speed with which information circulates. The online world has no limits, so it is easy to spread any information and communication to more people.
THE PRINT, THE RETURN
Never really gone, the print somehow resists the reputation that some consumers give it. Ecological and environmental impacts, high costs, lack of information, print suffers from many intox about it. Like every field, printed materials have also evolved with new technologies.
Thus, print has learned to move with the times: many recycled media now exist, combined with eco-responsible inks, in order to think more about the environment. Many alternatives are therefore born to meet the ecological need without forgetting the effectiveness of the print.
Recycling is also part of the standards adopted by all printers in order to prove their implications in this essential cause. The recycling of inks, papers, material scraps are all ways of proving the commitment provided by each of them.
To renew itself, the printing sector has developed many new original supports, with extravagant appearances and ever more surprising textures. Each medium has been created to allow companies to differentiate themselves. The formats have also become a tool on which to play to surprise its customers and thus hope to be able to conquer them.
Paper has many advantages that digital cannot offer. First of all, the print is palpable. He disseminates his communication through visuals and touch. This has the advantage over digital which remains platonic. In addition, paper is an integral part of the world of communication, so to hope to reach as many consumers as possible, it is important to think about also using this mode of communication, accessible to all unlike the Internet.
WHAT IF ON COMBINED THE TWO?
It is important to understand that good communication goes through the two existing systems: print and digital. Instead of opposing them, it is smarter to combine them. Each system brings a lot to the other.
Practicing what is then called the “media and non-media communication mix” will allow the company to benefit from the advantages of both types of communication. When you look closely, you realize that there is a real link between these two modes of communication, a link that allows you to create a complementary offer to the company.
The digital will bring a considerable perspective to the growth of consumers as well as new products, while the print will strengthen the brand image and retain existing customers. As you will have understood, ultimately one does not work without the other. Like two kindred spirits, digital and print are two essential partners for good communication.
These two means of communication are therefore essential for the proper functioning of the communication strategy.