How the iPad Changes the Print Industry
Now we enter the week after the big iPad announcement. There have been tons of talk about how the iPad will revolutionize the book and newspaper industry, but what does it do for the other side of print?
Here are 3 ways I think the iPad will change the print marketing industry for the better.
Accessibility for small business: I’ve worked in small and larger business. In marketing print large business has one key advantage, you can print the thing out, show it around, and get a feel for what the final product will look like. In small businesses you are typically running desktop quality printers that can’t even print clip art right much less high quality graphics.
The iPad is geared at reproducing print quality, which is why they are pitching books and magazines. The iPad gives you a chance to create an ad or a marketing piece, look at it on your iPad for a closer match than your desktop monitor or printer, move it over to your boss if needed for approval, and email it to the printer, all from the same device.
Move from print to web: I talked recently about how QR codes help move people from print to web. While the iPad does not have a camera for QR codes (a camera does not fit the iPad business model) it does provide one more easy to use device that can move people from print to web.
The iPad offers a much better keyboard (overcomes the lack of camera) and can enable an even better web experience than an iPhone.
Personalization: With HTML5 support, large touch screen, and potentially more (with iPhone OS 4) the possibilities are really limitless with how you can personalize your marketing experience to the customer.
Imagine they get a direct mail, go to their URL on their iPad, and suddenly they can be immersed in a full interactive experience.
Above all don’t believe the negative press the iPad is getting, remember the same things were said about this little worthless gadget called the iPod. The iPad has the opportunity to revolutionize all forms of print. Building it into your print marketing model has the potential to put you ahead in the changing marketing landscape.
Greg Henderson is marketing and social media professional with 8 years marketing and online experience. Greg has worked with several companies focusing on integrating online and offline marketing.
