The Thesis of Pellow’s Article
So in this light, here’s what the article says. First, it notes that printers today are expanding their services to stay relevant. They do have competition, and there is in some cases less business to be had. Or, more specifically, there is less business in terms of putting ink on paper or toner on paper. Pellow’s article notes that printers who once offered only offset lithography are now also offering digital printing, design services, direct mail, large-format signage, and expanded finishing capabilities.
(In this vein I would add such digital enhancements as digital foiling and digital die-cutting. I would also add strategic marketing advice. Printers no longer just do what you ask in terms of printing. They also advise you on how to expand your market share using their commercial printing services.)
“Clickable Paper: An Alternative for Opening the Door to the Omni-Channel World” goes on to define the “fan experience.” (This is just one example of the benefits of multi-channel, or omni-channel, marketing, but I think it’s a good one.) Specifically, the author notes that sporting events have gone up in price, and the attention span of most people (including sports fans) has gone down (presumably due to competing ads and the ever-increasing demands of contemporary life).
This is a bad situation. So marketers have to step up and provide “a more seamless, entertaining, engaging fan experience” (“Clickable Paper: An Alternative for Opening the Door to the Omni-Channel World”). This is what I personally call the “Wow” factor. Marketing interactions have to be great now, not just good. Otherwise, the consumer will just filter them out. But the good news is that truly great marketing initiatives absolutely will engage the potential client.
Barbara Pellow then goes on to define “clickable paper” as “an interactive print solution that bridges the traditional offline-online gap. It connects print and digital with cloud-based intelligent image recognition software” (“Clickable Paper: An Alternative for Opening the Door to the Omni-Channel World”).