This summary from eMarketer is very consistent with our research over the summer. The simple fact is digital marketing is BETTER, FASTER, CHEAPER. Also, folks are learning that a migration toward activities that yield a measurable ROI (such as a promotion) makes the head boss happy!I attended an AMA luncheon last week and felt bad for the printers in the audience. A few actually asked the panelists - made up of pretty good group of CMOs - if they thought print would see a resurgence. Polite answers followed. Short and sweet truth: Not in our lifetime. Buggy whips are a thing of history too.
Key here is to innovate and not except the norm. Printers still have a lot of value to offer, but when they allow themselves to be "order takers" they are DOA.
