Combining print and digital may provide a better return on investment for an advertising campaign.
Sean Milmo, European Editor01.23.17
The European printing sector, including ink producers and other suppliers, are gaining confidence about the future of print in the face of continued fierce competition from digital media.
This was evident at Power of Print, a recent seminar in London organized by the UK-based Two Sides, a group representing the graphic communications supply chain.
The increasing optimism about the future of print stems from growing evidence that information can be more effectively communicated through print than TV and radio and by the Internet, email and other forms of the digital media.
Above all, there are signs in Europe of some marketers beginning to lose confidence in promotional strategies confined to the Internet and social media. Instead, they are switching to advertising campaigns that provide a mix of medias including print.
“There is recognition among marketers that a combination of print and digital will provide a better return on investment in an advertising campaign,&rd
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