3D printing myths debunked
Retail giant Tesco recently announced plans to delve into the 3D printing business, which could signify a new avenue for marketers and advertisers looking to expand marketing efforts. Plans by the UK store to allow customers to go into shops, design their own items and have them printed, are underway according to The Daily Mail. The retailer is looking to work with clothing, furniture, personal gifts and food items that customers can potentially customize and print. Tesco may also offer guests the option to print parts for previously purchased toys that have broken. As more companies begin to invest in 3D printing technology, marketers can begin to gain inspiration for direct mail advertising campaigns in the future.
The fact that 3D printing is going mainstream may be all the rage right now, but it's important to separate fact from fiction. What can 3D printing really handle and how will this prove beneficial for marketers?
As Wired Magazine reported, 3D printing technology is actually decades old, however there has been a shift from manufacturing to mainstream.
1. Can 3D printing replace the need for manufacturing?: Wired Magazine points out that while 3D printing can aid manufacturing efforts, it will not be able to completely replace the process. The mainstream technology is not up to par with even more complex and expensive machines companies use to produce items. Improving this technology takes time and making it cost effective is a constant struggle.
2. Limitations of the printer: 3D printing is limited by the volume at which it can produce goods, making it's viability an issue of feasibility, not one of complexity. The larger the object a customer hopes to have printed, the more it will cost in time and money to produce the item.
3. Current cost of the product: Right now, 3D printers require yards of plastic in order to produce any item a consumer may desire. This technology is very expensive at the moment and companies are still trying to figure out how to incorporate the printing technology at a reasonable rate. Once these printers are introduced on the market at a reasonable rate, direct mail could become more creative with with advertising and the types of products sent to potential customers.
How can marketers use 3D printing to their advantage? As manufacturers work to create reasonable options for the printers without sacrificing quality, businesses implementing web-to-print technology can see 3D printing technology become a valuable part of direct mail campaigns. However, since the option is still too expensive for some, address verification software is needed for companies that cannot afford to make postal mistakes.