Today, the consumer’s buying journey starts – and often ends online. But it is a complex buying journey. Marketers are struggling to understand today’s buyers while at the same time making their message present in the right ways to the right people in the right places at the right time.
If they can’t engage the right consumers online to influence their purchase decisions, then where does that leave the package? Stuck on either the physical shelf or the digital shelf.
The good news is that this has created an almost bottomless need for a continuous stream of digital marketing content. The development of this content requires a strategy, design and almost endless variations of executions.
The package can insert itself into the buying process by becoming a portal to a world of digital marketing content that exerts influence both online and in-store.
All the media in the marketing mix requires content.
From animated GIFs to interactive games.
From augmented reality experiences to interactive brochures.
From detailed ingredient information to recipes.
From product demonstrations to lifestyle apps.
From packaging images on eCommerce sites to immersive brand experiences offline.
The list goes on and on.
Given the digital disruption, organic growth has become much more challenging for brand owners. Just knowing where to spend marketing dollars and where not to is a fundamental issue for marketers. While marketers continue grappling with issues like this, meaningful organic growth will be difficult to achieve.
We’ve worked with printers to develop color harmonization solutions that combine the flexibility and speed of digital printing, without digital printing. By using fewer inks and harmonizing colors, multiple SKUs can print side by side on conventional presses.
The benefits include being able to print shorter run length SKUs together – allowing marketing to cost-efficiently respond to market demands for greater customization and personalization. It reduces ink costs and press make-ready time, helping to accelerate speed-to-market.
But the biggest eye-opener is that it can save brand owners literally millions of dollars a year – dollars that can be re-invested elsewhere.
By developing a digital solution for brand owners that reduces the risk of mis-labeled packaging online and ensures that the packaging that’s ordered is the packaging that’s delivered.
Ensuring that digital images of packaging on eCommerce sites are accurate – including images of the nutrition label – retains consumer trust and avoids a consumer disconnect.
The impact of an inaccurate packaging image online cannot be overemphasized. It creates a brand switching opportunity.
If the consumer begins questioning the authenticity or freshness of the product they are seeing online, their decision-making process short-circuits. Unable to reconcile the difference they see online, it becomes easier to simply choose another brand.
Ultimately it comes down to reducing complexity.
That’s why Schawk has developed a packaging eContent solution that gives you the control you need to manage your brand’s presence online. While working together is vital to achieving greater trust and respect as valued partners to brand owners, packaging companies still need to invest in strategic partnerships that expand their digital capabilities to sustain growth.
The minds at McKinsey predict, “The biggest payouts will go to those that initiate digital disruptions. Fast-followers with operational excellence and superiors organizational health won’t be far behind.”
Packaging companies need to examine their strategic investments alongside their vision for the type of company they want to become. We must disrupt ourselves instead of waiting for technology to disrupt us.