Web-to-print not widely adopted in UK, yet
While many marketing professionals in the United States are taking advantage of web-to-print technology, business professionals in the United Kingdom have yet to implement it on as large a scale.
However, as Print Week reported, the recent sale of web printing software maker Moonpig for £120 million by Photobox has caused many in the business community to take another look. Some professionals contend that those in the direct marketing field must leverage online technology to become as successful as possible.
Bruce Popky, marketing director of Quarterhouse Software, said in an interview with the magazine that those in the industry needed to do everything they could to use both strategies.
"In the U.S., the competitive landscape is quickly evolving to the point where it is becoming very difficult for completely ‘offline’ printers to thrive, and we are noticing almost universal recognition of the need to sell online," he told the magazine.
The use of printed material continues to leave a major impression on consumers. According to a report by Millard Brown, titled Using Neuroscience to Understand the Role of Direct Mail, printed material made more of an emotional impact on users and resulted in more brain activity than the digital alternative.