How Your Print Buyers’ Needs Are Changing And How To Add Value Amidst Digital Fatigue
By Head of Marketing at Canon South Africa, Jimmy De Waal
Despite 46% of marketing budgets being dedicated to digital media, nearly 50% of brands are using print frequently in their campaigns[1]. With digital fatigue amongst consumers continuing to grow in light of recent global events, now is the time for print to step into the spotlight.
But while marketers are keen to capitalise on the cut-through value that printed communications bring to the table, they’re looking for more guidance from their print service providers (PSPs). They want creative ideas that they haven’t considered, approaches targeted to their customers’ preferences and advice on how to deliver ROI.
A clear opportunity exists for PSPs to build a more consultative relationship with their customers. By listening more closel...