Edition No. 2 February 2013, GOA On-site Issue
FACE YOUR FUTURE: Integrated Print
Massive Growth in Tablets and Smartphones Paves the Way for Print’s Expanded Role; GOA 2013 Expert Guides You to Success By Katherine O’Brien, senior editor, American Printer because, despite the growth of digital, print is still an important part of marketing.” Printers currently doing personalized work are among the best positioned to compete in the new world of integrated print, explains Shaffer. “People who know data are the ones who are going to succeed,” she says. “We’re talking about getting someone to a website, getting more data back and then intelligently using that to feed the next wave of the marketing campaign. That’s the hard part, but many printers, particularly direct mailers, already know how to do this.” One caveat: Printers don’t have the playing fields to themselves. “Mail houses are buying presses,” Shaffer reports. “Here’s the thing: People who know how to work with a database, manipulate data and analyze it are going to have the edge—and not all of these people are printers!”
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hile print remains an integral part of the communications mix, we are living in an increasingly digital society. “If we want print to stay relevant when everyone’s got a tablet in front of them, we have to find a way to link print and mobile media,” says Julie Shaffer, one of the speakers at the 38th annual Graphics of the Americas (GOA), Feb. 21-23 in Orlando, Fla. “This is the next evolution of communication.” Shaffer, vice president, digital strategies for Printing Industries of America, addresses potential opportunities and challenges in two seminars at Graphics of the Americas 2013 in Orlando, Fla.: “Making the Transition to Integrated Marketing” on Thursday, Feb. 21, and “Linking Media to Grow Your Print Business” on Friday, Feb. 22. Shaffer sees “integrated print” as a logical and necessary successor to the marketing services provider description that some printers adopted over the past decade or so. “At the time, we
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didn’t have a better p h r a s e ,” says Shaffer. “But printers are in a unique
pos i t i o n to take c h a r g e of integrated marketing communication
AFRONTE SU FUTURO: Impresión Integrada
El crecimiento masivo en Tabletas y Smartphones allana el camino para el papel ampliado del impresor. Expertos te guían al éxito en GOA 2013 Por Katherine O’Brien, editor sénior, American Printer
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unque que la impresión sigue siendo una parte integral de la comunicación, vivimos en
una sociedad cada vez más digital. “Si queremos que la impresión siga siendo importante cuando todos tienen
una tableta en frente, debemos encontrar el modo de ligar medios impresos y móviles,” dice Julie Schaffer, una de los oradores de la 38ª GOA, del 21 al 23 de febrero en Orlando, Florida. “Esta es la próxima evolución de la
comunicación.” Shaffer, vice presidente de estrategias digitales de PIA, hablará de oportunidades y desafíos potenciales en dos seminarios en Gráficas de las Américas 2013 en Orlando, Florida:
“Haciendo la transición al Mercadeo Integrado” el jueves, 21 de febrero y “Enlazando medios para hacer crecer su negocio de impresión” el viernes, 22 de febrero. Página 3 >>>