Print’s Interactive Potential
When was the last time you got a direct mail postcard and got excited about it? When was the last time you had an ad in a magazine you had to share with all of your friends and family? When was the last time you were moved to share a point-of-sale display on social media and watched it go viral?
The fact is, print is changing, and now, more than ever before, brand managers are looking for creative ways not just to sell something, but to get people talking. A large part of that is the changing generational landscape, which in turn is changing what consumers expect out of their marketing messages.
Doris Brown-McNally, Worldwide Brands Innovation Manager, and Jacob Shamis, Americas Brands Innovation Manager, HP. Inc., (Booth 613) broke it down into four major trends that are driving Millenials—which is one of the fastest growing consumer groups today, making up a quarter of the entire United States population, with more than a trillion dollars in purchasing power today:
