There's no denying it, we live in a digital world. It surrounds us and at times it can feel like we are constantly bombarded by it.
We are all constantly connected to this digital world, with the average person checking their phone once every 12 minutes and spending on average 148 mins a day on their phone.
This connection creates a demand for content, but there can be a cause for concern as we're starting to see the apathy from consumers and your well thought out campaign and accompanying 3 minute blcokbuster,esq campaign video is now a hostage to a simple swipe of the thumb or click of the skip button as consumers search for 'the next'.
This consumer apathy is not just down to content hitting saturation point but partly down to trust, with many starting to question sources and intensions in a digital world full of cookies, tracking and data metrics. A recent study found that the of the top 30 Evangelical Christian feeds on Facebook in the USA, all 30 of them were actually run by troll farms (troll farm = organisation deliberately creating content that is provocative in order to cause manipulate public opinion and cause conflict).
There is also a growing trend for people wanting to disconnect from the digital world – trends and recent events have drove us to live more digitally, but are we starting to see a deflation in appetite and rejection of this way of communicating and sourcing our information. A recent poll in the UK found that 43% of Facebook users were considering leaving the platform.
Regardless of digital trends, as a dad, I wouldn't sit with my kids at night reading from a blue light, backlit tablet – I'd grab a book from the shelf and turn the pages together. I'd do this because it's about more than just the story it's about the experience and that experience's effect on me and my kids.
The tactile nature of print cannot be underestimated and the physical experience is unique. A return to print could form as a part of a wider marketing strategy, and by going against the grain and digital trends, you end up standing out in a positive way.
In a digital world print goes against the grain and actually helps you stand out in a positive way
We recently refreshed Scape's Insight magazine, a quarterly magazine that they share with clients and partners that is full of industry related insight, expert opinion and long-form research. We believe this mix of great content beautifully presented and printed, was not just the best carrier for the message but made a better connection with the reader.
Check out the results below + if you have a project you like to discuss hit us up.
