Influenced by digital technology, the traditional advertising printing industry has changed a lot, the digital textile printing products are rapidly becoming the leader who has changed industry rules in the fields of apparel, decoration and industrial textiles. Meanwhile, advertising and new technology interweave with each other and evolve to many different kinds of products, applications, and programs.
Just as the theme of the APPPEXPO, The Intersection of Advertising and New Technology, the focus of the exhibition is also revolving around the combination of digital technology and advertising.
Four Highlights of the APPPEXPO
- Digital Textile Printing
- Digital Packaging
- Digital Signage
- Digital Display
Digital textile printing, featuring faster production time and lower energy consumption, no pollution, leading to better textile printing results, has created an unparalleled chance that collaborates traditional inkjet printing with the textile printing. Digital signage can present commercial, financial and economic information and entertainment on large display screens that provide a better interaction between companies and customers. Digital packaging and display have great business opportunities and commercial potentials in the future.
How should traditional advertising companies do to face the opportunities and challenges brought by the booming digital technology?
Currently, more and more customers demand budget but quality products are finished in the shortest time, namely 24H or 48H. In the face of increasingly complicated demands and the huge impact of new technology, advertising companies have to figure out a way to become more competitive.
- Exploit more advanced equipment and machines to improve production capacity and meet the requirement of FAST.
- Make advertising products readable to improve advertising effectiveness and grab more traffics.
- Reposition and find their niche in segment market.
As manufacturers, the most cutting-edge printing machines and equipment are what they always pursue, which represents the quick turnaround time and better printing results to meet customers’ needs and even beyond their expectation.
As designers, they need to be careful with their works. For a great advertising product, colorful and interesting are not enough. It has to be readable. Take a banner as the example, a clear and readable banner is able to move customers to action. So designers, please pay attention to your fonts and colors and make sure the final result is simple but effective!
The last thing is the most important. If entrepreneurs want to maintain their competitiveness in the changeable market, they have to reposition and find a right niche in a more segmented market, and then make specific campaigns on their targeted clients.
Case Study #1
It is well known that the advent of digital signage gives traditional signage a shock. The appearance and application of digital signage break the pattern of the traditional advertising industry. Compared with traditional signs that are easy to fade, not environmentally friendly, and not durable, digital signage works well in terms of practicality, interactivity, and environmental protection.
While digital signage is expensive, therefore, for those smart marketers who just want to hold a short-term marketing event or a one-time promotion activity, traditional advertising sign is still their first choice. Though digital signage has unparalleled advantages, the traditional signage will not disappear in the near future.
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