Print Vs Digital

Print vs. Digital
Prepared By Qube, Singapore

CON-
1.0 PRINT VS. DIGITAL
1.1 Pros and Cons
1.2 How Print Supports Digital and Vice Versa

TENT
1.3 Statistics

2.0 CONSUMERS OF NOW
2.1 Informed Consumers
2.2 Affluent Consumers
2.3 Senior Business Executives

3.0 LUXURY BRANDS AND DIGITAL MEDIA
How Luxury Brands Should Use Digital Media
3.1 Relationship Building
3.2 Tools
3.21 Email/eDM
3.22 Interactive or Virtual Catalogues
3.23 Rich Media
3.24 Website
3.25 Monitoring
3.26 Other Social Media/Web 2.0 Tools

4.0 LUXURY BRANDS AND PRINT MEDIA
4.1 What Digital Media Are Best Used For
4.2 What Print Is Best Used For

5.0 BIBLIOGRAPHY

Copyright© 2009 Qube Studio Private Limited, Singapore

1.0
PRINT VS.
DIGITAL
1.1 Pros and Cons
1.2 How Print Supports Digital and Vice Versa
1.3 Statistics


PRINT VS. DIGITAL
1.01

– A printed piece appeals to the most basic level of a
person’s senses
– Survey respondents state that the ability to hold, smell
and feel an object is what they remember most about
a piece and the product or brand it represents
– People read word-for-word when reading print,
but only scan online text1
– The online environment deters the consumer from
focusing because of its multiple distractions
(other open windows/tabs, instant messaging, etc.)
– Reading online may not be as rewarding – or effective –
as reading the printed word2
Thus, online and offline content cannot be written or
presented the same way3
– C-level business executives have a preference for print
in the leisure sector (i.e. magazines on their hobbies,
or reading during their leisure time)
– Magazine print ads are more effective than online
banner ads4

1 Statistics in Appendix
2 More details in Appendix

1.1
PRINT VS. DIGITAL

PROS CONS
– Tactile and prehensile – Cost
– Portable, convenient and easy to read – Does not address all of the ways
– Discrete units of text facilitate concentration consumers want to get information

– Higher credibility – Takes up physical space

– Remains a comfortable form for older – Can be in only one place at a time
generations

PRINT
DIGITAL PROSa
– “Up-to-the-minute” information
CONS
– No limit to the amount of search results
– Interactive user feedback – Question of validity and credibility 5
– Easily searchable – Results must be evaluated carefully
– Depth and richness of content – Readability is worse
– Quick and easy to produce – Divided attention of internet-browsing
consumer (multiple distractions)

5 While consumers clearly see the benefits of the Internet on their lives, they continue to have concerns about Internet safety and the
trustworthiness of some online information – just 28% trust the information that companies provide on the Internet.

1.2
PRINT VS. DIGITAL

HOW PRINT
SUPPORTS DIGITAL
AND VICE VERSA – Consumers with favourable opinions towards online advertising expressed more
positive attitudes towards all other traditional forms of advertising media tested
– The reverse is also true
– Marketers can either use print to support digital, or use digital to support print:
• Print supported by digital:
Consumers receive print collateral directing them to an online source that provides
them with more information about the offering
• Digital supported by print:
Consumers can request a print brochure to be sent to them if they want more details
– Online advertising can be the lead generator, but print is the persuasive factor


PRINT VS. DIGITAL
Statistics
1.31
INTERNET USERS AND
POPULATION STATISTICS
FOR WORLDWIDE

ill ion 220 m
i l
9 4 m l i on
m 42 m illio
53 million
million
3 illi
on 35
n
illi
on
25
m illio

n 6
m
26
50

33
0
n
m illio
16
n

m
milli 36 mil
illio

illio
l i on
25 m
1 il

n
23 20 million 8 m

on
2
on

8 million
2
milli

4m n
l io
illio
n
on
illi
27 m


popula
tio
n
intern
PRINT VS. DIGITAL
Statistics
1.32
et
users

WORLD INTERNET USAGE
AND POPULATION STATISTICS

b ill i o n
3 .8
8 04 m
i

lli
lio
mil n

on
Europe

393
65
llion
m i 2 51

7
millio
33 8

mi
llion

million
North America
n
5
97

m
54
illio

n

58 1 19 7 m
illi
4 o
6 mi
mi

n
l li o
n

Asia
llion

Africa
ion
Middle East
4 mill
17

Latin America/Caribbean 3i4iomi
ll n

llion
21 m
Oceania/Australia


PRINT VS. DIGITAL
Statistics
1.33

Asia 657million
Internet Users
INTERNET USERS AND
FOR ASIA

3.8 billion

Internet Users
931million
Rest of
the World
2.9 billion


PRINT VS. DIGITAL
Statistics
1.34
INTERNET USAGE
IN EUROPE

eu

world

r
ro
ro 39
p
p3m
on

e
e
illio
80
4

n
mi
.9 billi

llio
n
population

internet users

5
e h
b il
lion
t 2

1.
1
1
rest of
rest o
e st o
e st o
e st o
e st o
es
es

PRINT VS. DIGITAL
Statistics
1.35
INTERNET USERS AND
FOR THE AMERICAS

million
million
North America

338
247

million
South America million

390
129
million
million

Central America
151
29 million
million

The Caribbean
40
9

Population
Internet Users
World Population


2.0
CONSUMERS
OF NOW
2.1 Informed Consumers
2.2 Affluent Consumers
2.3 Senior Business Executives


CONSUMERS OF NOW
2.1

INFORMED
CONSUMERS – Consumers are more informed now than ever – Consumers who feel they are not being heard
will turn to other channels to share their
– Consumers are increasingly seeking out
opinions and frustration
relationships with the companies they
choose to do business with – Many consumers choose the Internet to do
so – specifically, social media sites which
– Buying decisions are built on information
can include discussion boards, blog and
they have researched and influential
online groups
online communities
– These word-of-mouth propagating tools can
– Informed customers assert more control
make or break a company’s reputation
over the brand
– They expect companies to participate in
dialogues with them and listen to their ideas
Copyright© 2009 Qube Studio Private Limited, Singapore and requests as well as react to feedback

CONSUMERS OF NOW
2.2

AFFLUENT
CONSUMERS
– The affluent consumer is segment ready for online marketing
– They are highly considered and informed purchasers
– 91% of them look at reviews before buying luxury goods
– However, that does not mean luxury retailers can forgo plush packages and pampering
– The wealthy still like the brands they purchase to make them feel special
– They expect a luxury brand’s marketing to reflect the brand image
– They are also value-driven consumers in this downturn
– 87% of consumers state that they would rather buy a more costly item that keeps its value,
than a less expensive one whose value will diminish
– The recession has brought about feelings of “luxury shame” for certain affluent consumers,
which affect the extravagance and openness of their purchasing decisions


CONSUMERS OF NOW
2.3

SENIOR
BUSINESS
EXECUTIVES 2009 Decision Dynamics study
(by Financial Times and Doremus):

– 66% of younger executives (under 45 years of age)
obtained their information from electronic media,
followed by traditional media
– Only 50% of those aged 55+ made the same claim
– However, 75% of all respondents disagreed with the statement
that the Internet meets all their information needs
– A majority of this segment still look to print for in-depth analysis


3.0
LUXURY
BRANDS AND
DIGITAL MEDIA
– Consumers feel that luxury brands have been How Luxury Brands Should Use Digital Media
slow on the uptake of Web 2.0 3.1 Relationship Building
3.2 Tools
– They expect luxury brands to set the 3.21 Email/eDM
benchmark for digital advertising, much as 3.22 Interactive or Virtual Catalogues
they do in print advertising 3.23 Rich Media
3.24 Website
– 68% of hoteliers reported that they would be 3.25 Monitoring
shifting their budgets from offline to online 3.26 Other Social Media/Web 2.0 Tools
marketing activities in 2008
– Web 2.0 is great for conversations and
winning but it is only part, and not all,
of the brand experience


LUXURY BRANDS AND DIGITAL MEDIA
3.1

RELATIONSHIP
BUILDING – Understand how, when and why customers – Be transparent and open
(as well as potential customers) use the – Do not try to control the online conversation
Web and social networking or any consumer-generated media (CGM)–
– Listen in to the social media conversation Instead, participate
that is already going on about the brand, – Build authentic communities around
product or company the brand
– Use the online or digital space as a – These communities will provide important
channel for customers to have a two-way and timely opinions, reviews and information
conversation with the brand
– Learn how to communicate with
consumers in a way that encourages
trust and engagement


Tools 3.21

EMAIL/eDM
– Tread carefully in this area to preserve the – However the main message of the
long-term value of this marketing channel 6 email should not be obstructed.
– Realise which sort of email content and email – Thus, marketing messages in eDMs
type consumers are looking to receive, must be condensed
even if it is permission mail
– Alternatively, marketers can provide a
– Based on interest and volume information, mix of print and electronic direct mail
promotional emails are seen as the most
– This reduces the amount of promotional
intrusive email type
emails and also takes into consideration
– The quality of a company’s email program C-level executives’ preference for print in
influences brand perceptions, whether the leisure sector
negatively or positively
– It could possibly replace or lessen a
– Integration of promotional marketing brand’s online ad clutter by providing
messages into transactional emails is a another advertising option to channel
marketer’s best tactic to cut through messages through
promotional clutter

6 More details and statistics in Appendix

Tools 3.22

INTERACTIVE
OR VIRTUAL
CATALOGUES – Interactive catalogues mirror offline print books
– Although catalogues are cumbersome, a significant segment of the customer base has shown
it prefers them to site-navigating
– They may not be the most popular option, but when people do engage, they convert
– Some luxury merchants send these interactive catalogues via email to their top customers
before their print books arrive in the mailbox. This gives the best customers a first look at
new merchandise
– The superior image reproduction of rich media catalogues appeals to luxury brands
and high end companies
– For brands that produce a print catalogue, the virtual catalogue maximises their investment
in the book’s creative material

Tools 3.23

RICH MEDIA – Rich media are visually engaging
content that highlights a brand’s
products in the context of the
environment, as well as the lifestyle
they are meant to complement
– An example is Tod’s video and
online campaign


Tools 3.24

WEBSITE – Do not focus the website too narrowly around customer service and complaints
– Do not view the website solely as a place to market your product
– Use the website to build your brand image
– Consider the usefulness of the website for consumer research
– Introduce features on your website that will elicit consumer ideas, opinions and inputs
– Websites that are cluttered with ads not only annoy their audience, but diminish
ad effectiveness as well7
– Note that most consumers have grown oblivious to the industry-standard spaces for certain
online advertising media – for example, online ad banners –
– This results in a poor recall for web advertising

7 More detail in Appendix


Tools 3.25

MONITORING – Monitoring is a part of the Brand
Defensive Strategy
– Companies should react to customer
reviews on social media sites that matter.
For hoteliers, two important sites are
TripAdvisor.com and HotelGuide.com


Tools 3.26

OTHER SOCIAL MEDIA/
WEB 2.0 TOOLS
– Twitter
– Videos
– Forums
– Social bookmarking
– Blogs
– RSS
– Podcasts
– Vodcasts


4.0
LUXURY
BRANDS AND
PRINT MEDIA
4.1 What Digital Media Are Best Used For
4.2 What Print Is Best Used For


LUXURY BRANDS AND PRINT MEDIA
4.01

– While digital is still the forerunner in – Personalising messages can also generate
contemporary marketing channels, print up to 5 times the response rate over generic
proves to be a strong complementary or communications, while adding a specific
supplement when wielded expertly offer to a customised message can increase
– Consumers read printed material 25% faster the response rate by nearly 10 times
than onscreen material – A print ad should no longer stand alone.
– A Vertis Communications study stated that Neither should any brand-building print
for complicated selling information, many collateral, such as brochures, flyers,
consumers simply print out the material from fact sheet, pocket folders, sales booklets,
the Internet in order to absorb it press kits. There has to be an accompanying
Web presence
– A Deloitte survey stated that we are living in
a “media democracy”, where no single form – The decision-maker that marketers need
of media dominates to influence has less time to find and evaluate
information, which means marketers have to
– A recent survey conducted by Pitney Bowes blanket that prospect with multiple ways to
found that 56% of consumers had a high access a brand
preference for personalised direct mail – with
messages and offers uniquely designed to – The fact is, all media tools do some jobs well
reflect their needs and interests and some not so well, which is why finding
the best marketing mix to leverage each
– Echelon Marketing Group president Don Neal tool’s best capabilities would result in
states that email is the least able vehicle for optimising overall marketing effectiveness
presenting a luxury brand image. More effective and cost
methods include direct mail, catalogues,
telephone calls and special events


4.1

WHAT DIGITAL
MEDIA ARE BEST
USED FOR – Use digital/online to build and maintain customer relationships and customer loyalty
• The greatest of the Web’s benefits is the opportunity to interact with and
listen to customers
• It can be utilised as as a quick testing ground to garner feedback:
– to broadcast time-sensitive, quick information bites to consumers
– to serve as an effective channel when consumers are looking for
immediate information


4.2

WHAT PRINT
IS BEST
USED FOR
– To build and maintain brand awareness
(even if there is a shift to online)
– For more in-depth or longer pieces of writing
– When marketers want consumers to focus only on one item
(as opposed to the multitasking of consumers when they read online)

Note:
If done well, print produces more effective results;
but if not, results are much worse


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5.0 BIBLIOGRAPHY

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