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16 June 2016


It’s the content not the medium that matters in communications

EMG client Jonathan Graham is passionate about sustainability and passionate about print. So much so, he chairs the Marketing Committee of NGO Sustainable Green Printing (SGP) Partnership in addition to his role as Senior Communications Manager at TE Connectivity. We were delighted when he chose to share his perspective on both, with a thought-provoking look at how applying sustainability to a marketing campaign means opening clients’ eyes to possibilities beyond the e-world.

“Today, people are putting the medium – the delivery mechanism – above the content. Communicators need to help companies to see that content is most important. They have to coach clients on finding the balance,” said Graham. “Think back to the days of integrated marketing communications campaigns. Know your target audience and use tools that they use and want. The electronic world is great but some content works better in other places, when delivered in other formats.”

For Jonathan, sustainability is about making choices that can help an individual or a business to do things better than before, be it in an economic, social or environmental way. The right choices help to “sustain” us. “In communications we need to make sure our messages deliver the most impact with the optimal use of resources,” said Graham. “Stop wasting money on inefficient campaigns— use budget wisely, minimize environmental impact and deliver to the intended audience.”

At EMG, we certainly aren’t blind to the value of print, and we don’t want our clients to be either. Printed media is alive and well and creates exciting possibilities for marketing campaigns that are cleverly targeted, effective and stand out from the crowd. We pride ourselves on advising our clients to use a balance of media suited to the specific audience they want to reach. It's the optimal path to ensuring sustained success; in communications and in business.

Applied to a marketing campaign, the decision to integrate printed media is therefore a sustainable choice. Paper is recycled four times during its lifetime. Once a newspaper or magazine, flyer or postcard is printed, it has ZERO carbon footprint. Compare that to an e-display monitor full of harmful heavy metals, greenhouse gases, and only a three-year average lifespan.[1]

Plus, paper has a super impact. Its very nature forces the recipient to interact with it. In our world of e-overload, paper leaves a longer-lasting impression on the audience. People are turning away from electronic billboards; ignoring advertising running on a constant loop on an airport lounge monitor in airport lounges. The number of websites and its users are slowly declining too.[2]

To Jonathan, all this points towards people returning to the world of print. In 2012/13, US magazine Newsweek re-started life as a printed publication and ditched its online version[3]. Inflight magazines are going stronger than ever and a great example of how print media can be tailored precisely to the target audience.




Topics Digital Marketing, Industry Trends - Posted by Nancy van Heesewijk