Graham Hunstone: 2020 vision on the future of print marketing

Can you believe it’s almost 2020?

When I set up Visual Print and Design a decade ago in 2009, I don’t think I could have predicted how much the print industry would change, especially its role in marketing.

However, I could probably count the numerous times people have said to me ‘print marketing is dead’ since I set the business up. While it is true that high quantity print orders may be down, the demand for premium and creative print campaigns are on the rise.

Marketers are not dismissing print as some may say; they are merely rethinking its purpose and bridging the gap between print and digital with a multi-channel approach.

As we look to the future of print and its role in marketing, we can already see that the ones that will staying ahead of the curve are those who are thinking about their customers and their needs.

With this in mind, and looking ahead to 2020, here are my predicted print marketing trends for the next 12 months:

Creativity will remain king

Over the last 18 months, we have seen a lean towards more businesses using creative and unique concepts when it comes to print.

Their purpose being to create a tangible customer experience, which is something that can be hard to achieve digitally.

Companies are spending more on better quality materials and targeting their audience more accurately and in turn, achieving a better return on their investment.

Personalisation is key

The demand for personalisation when it comes to print products shows no sign of slowing down and as we go into 2020, I predict we’ll be doing more with our clients to help them utilise personalisation to delight and engage their customers.

As part of our own marketing campaigns, we send out marketing boxes to our top prospects that are fully personalised and filled with some of the print and merchandise we produce.

Not only are they actively generating us enquiries, but our new customers are going out of their way to share their personalised boxes on social media.

Eco-friendly print

As a local printer, we are continuously investing in alternative printing products so we can offer our clients sustainable options. In just the last 3 months, we have had a record number of enquiries for companies wanting to reduce their carbon footprint but still utilise print.

That’s why we now offer alternatives such as FSC® certificated paper stock, bamboo based promotional items and eco-friendly potato starch polywrap, which recently allowed us to distribute over 12,000 Christmas brochures on behalf of a client in a more environment conscious way.

With the UK population caring more and more about wanting to use companies that operating sustainably, it won’t be long until it is the norm.

So, before you allocate all your marketing budget on digital marketing for 2020, think about how you can integrate print marketing into your campaigns and have that distinct edge over your competitors.

How will you be utilising print in 2020? Tweet @Visua1Print.