Key Notes – Volume 04 Number 46 & 47

Printed Catalogs Are Still a Smart Marketing Choice – Print creates natural connections with multiple points in the buying experience, leading consumers online to product review and brand websites, or to shop from an app on their phone.  The use of augmented reality (AR) has also enhanced printed catalogs by allowing the once-static space to deliver a digital experience for consumers.  IKEA pioneered the trend by offering an app for consumers to virtually try out furniture from the catalog. Today, many retailers are following their lead. One such company is Build.com.  This home improvement retailer launched a new augmented reality (AR) in-app experience, ”In-Home Preview,” leveraging Apple’s new ARKit development platform.  This foray into ecommerce AR delivers on the consumer’s desire for more interactivity, with 58 percent of consumers noting they want to use AR to see how products will look before purchasing them.  Sources:  Domtar & Build.com

Our Love Affair with Digital Is Over –recent Pew Research Center survey noted that more than 70 percent of Americans were worried about automation’s impact on jobs, while just 21% of respondents to a Quartz survey said they trust Facebook with their personal information.  Nearly half of millennials worry about the negative effects of social media on their mental and physical health, according to the American Psychiatric Association.  Source:  NY Times

Delivery Services Get High Marks for Community Impact – There’s no industry that Americans rate more highly than delivery services, according to Morning Consult’s Community Impact Rankings.  Experts say that level of frequency and visibility among millions of Americans is one reason why the U.S. Postal Service, United Parcel Service Inc. and FedEx Corp. are atop Morning Consult’s rankings of companies that have the most positive impact on local communities.  Source:  Morning Consult

Digital Printing Technology Advancements – Interest in digital printing [especially production inkjet] is at its highest point so far.  According to thINK board member Dave Johannes, printers of all sizes, from all markets, are beginning to investigate the purchase of equipment and are striving to understand how digital printing is going to affect their markets.  Mr. Johannes also believes the future of our industry, and print in general, is very bright.  We may actually be at the start of a printing Renaissance in which opportunities exist for those with vision.  More importantly, we need to recognize that print is no longer constrained by static content.  Instead, a piece of paper is now essentially a blank digital canvas.  Source:  Printing Impressions

Kids Section is Perfect Addition to Newspaper – Sure, many of today’s children are far more accustomed to sitting down with a screen than with a newspaper.  But if anything is going to start little ones on a lifelong love affair with print, it’s the special New York Times section just for kids.  The newspaper has committed to publishing a new monthly section geared at children.  This new section won’t be all fun, frothy how-to guides and cartoons.  Recognizing that kids like learning, and that it’s actually a good idea for them to know what’s going on in the world, the paper will also tackle more complicated and sometimes-serious topics.  Source:  Romper

Direct Mail:  How to succeed in a Digital Era – The two biggest misconceptions about direct mail, according to marketing company US Presort, are that it is challenging to track results and it is too expensive. But the reality is that direct mail has become more easily trackable since the USPS applied the Intelligent Mail Barcode, which allows marketers to follow every piece to a prospect’s mailbox.  And the CPA (cost per acquisition) can be just slightly above that of email.  To see more about how direct marketing fits into your multichannel approach, check out the infographic here.  Source:  MarketingProfs

Wishing you the joy of happy family,
company of good friends and wonder of the Holiday season.
Happy Thanksgiving from Key Notes!

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