Why Digital Marketing Has Become An Outdated Concept

Read More from AdWeek; http://www.adweek.com/brandshare/why-digital-marketing-has-become-outdated-concept-163339

DM is Dead

Please consider the environment before printing this e-mail?

emailview-shadow

Surely you’ve seen this message, or something similar, in your inbox.   Usually it’s tucked in under the signature block from well meaning folks.  There’s actually a whole organization (thinkbeforeprinting.org) dedicated to increasing awareness and reminding folks that wasting paper, ink and toner doesn’t make economic or environmental sense.  They are not opposed to the printing of e-mails, they just want folks to think before they print.  Mostly I can get behind this concept, as I’ve seen my share of blank “page 2 of 2.”

Yet, this guilt laced directive, to think before printing, may be missing the point.  Or at least missing another perspective on the topic.

A column hit my inbox recently (Johnson’s World: Trees Love Paper) that caused me to seriously reconsider the issue.  After a bit of satire on our recent national elections, Mr. Johnson went on to make several points about paper in his column;

  • Paper is carbon locking, meaning that paper retains carbon dioxide, just as if it were still a tree.
  • The paper industry plants more trees than it harvests. Without paper, there would be fewer trees.
  • No virgin forests are used for papermaking.
  • Only one-third of paper is made from cutting trees. Another third is made from sawmill waste, and another third from recycled paper.
  • The manufacture and use of computers, e-readers, and mobile devices is damaging to the environment. Ditto for the Internet and cloud computing, which rely upon vast arrays of power-gulping servers.

The last entry is the real kicker.  Think about the rare earth minerals, heavy metals, petrochemicals, and other stuff that must be on some EPA list somewhere that abound in the computers and the digital devices we print from. What exactly was my concept of waste?  I do think it wasteful to print out pages of information I know I will never refer back to.  But I’m not out to save another tree from the paper mill.  As a veteran of the printing industry, I know that the paper industry is ever mindful of its resources and manages its “cash crop” just as any other farmer seeking a fruitful future would. There is even an organization promoting this effort; PrintGrowsTrees.org.

So, what’s worse for the earth?  I’m inclined to say the device you are reading this blog entry on!

Mr Johnson further writes about a Mr. Nathaniel Grant, CEO of G A M Printers in Sterling, VA, who includes the following statement with his email signature:

It is okay to print this email. Paper is a biodegradable, renewable, sustainable product made from trees. Growing and harvesting trees provides jobs for millions of men and women, and working forests are good for the environment, providing clean air, clean water, wildlife habitat, and carbon storage. When you don’t need it anymore, be sure to put it in a bin designated for recycling and it will come back as new paper or cardboard.

As with most issues in life, it all depends on your prospective.

Now go ahead, print out this blog entry, pass it along and then recycle…

Of Tablets, Smart Phones and Books

Tablets, smart phones and books.

Tablet computers, the latest craze driving our technological egos, are getting smaller and more powerful.  Their smaller brethren, Smart phones, are getting bigger and more powerful.  Soon they will be indistinguishable from one another.  The recent releases of the iPhone 5,  iPad 4, iPad mini, Kindle Fire HD and the Samsung Galaxy S3, etc. have garnered much attention in the media and activity in the marketplace.  Today’s release of Microsoft’s Surface tablet and Windows 8 OS might not be as widely anticipated, but is, none the less, a milestone for the preeminent computing environment of the last 20 years.

Is all of this noise drowning out the death knell of books as we know them?  Paper based, tangible and portable, they never run out of bars; battery or connectivity.  They are easily passed from one reader to another.  And won’t set off an airport body scanner.  I’m not about to step in the path of technological progress, I do read from my Kindle in bed each night.  But I have to wonder if books will ever again have a meaningful place in our lives, or are they destined to become just another element of the decor that surrounds us?

The folks at Type, a bookstore up in Toronto, have found another use for their books; the starring role in a short film.  Apologies for the advert that YouTube insists on imposing, the film is worth the wait.

[youtube http://www.youtube.com/watch?v=SKVcQnyEIT8?rel=0]

Austria Solar powering their annual report

A company willing to walk the talk!  Solar powering their annual report.  A tip of the hat to Austria Solar for leading by example.

[youtube http://www.youtube.com/watch?v=vATSkM6Qf6Y&w=640&h=360]

Or is this a new form of invisible ink?  How would Tom Clancy, et. al., employ this technology in their novels?

My goodness, only my Guinness QR Code

None of the light beers that dominate the market will do!

To create more buzz down at the local, Guinness developed this new and unique way to render a QR Code that only Guinness drinkers can scan.   Truth be told, any dark beer will enable the QR code scan.  But you gotta hand it to them, very clever!  Now, can I make mine a go cup…

A Guinness drinker's QR code

Click this image for a larger detail.

Shadow-Activated QR Code Actually Useful and Cool | Adweek

QR code only seen when shadows are just right

QR code only scans when shadows are just right

A marketing guru’s excuse to create a flash mob once a day when the sun is at just the right height and angle.  What surprises are in store when the QR code is scanned? Won’t that be fun to find out.

Read more…  Shadow-Activated QR Code Actually Useful and Cool | Adweek.

Landa to Unveil Nanographic Technology for Sheetfed, Web Digital Printing : Printing Impressions

Benny Landa is at it again.  Starting in the early 1990’s, his Indigo digital presses created a digital printing industry where none existed.  His next gamble is introducing nano technology into the printing process.  Would you bet against the success of his latest efforts?  I wouldn’t.  It will be interesting to see how many orders are written for these new printing presses as the Graphic Arts industry gathers in Dusseldorf, Germany next month for its biggest worldwide trade show; Drupa.

Drupa Logo

Read more at: Landa to Unveil Nanographic Technology for Sheetfed, Web Digital Printing : Printing Impressions.

QR code on Budweiser packs lets drinkers ‘Track Your Bud’ | Packaging Digest

Bud LabelLeave it to Anheuser Busch to finally introduce the QR code to mainstream consumer marketing. If “born on dating” wasn’t enough for you and your Bud, now you can locate its birth place with your smart phone.  Picture, if you will, proud patrons discussing the genealogy of their latest down at the end of the bar…

“Budweiser, the iconic global beer brand, has introduced “Track Your Bud,” a digital campaign integrated with packaging that will allow consumers to trace the origins of the beer they hold in their hands to one of Budweiser’s 12 U.S. breweries.”

Read more at: QR code on Budweiser packs lets drinkers ‘Track Your Bud’ | Packaging Digest.

Why Isn’t Your Company On Pinterest?

PinterestIt has been said that nothing in life is free. However, a Pinterest account is. And it’s ad free, at least for the moment.

Pinterest, the latest online “must do,” is a community of folks looking to discover new and unique images, designs and products! Members “pin” images they find to “boards,” sharing them with friends and followers. Followers; that’s anyone who might be intrigued or interested in more of what they found pinned to a board as they waded through endless images of everything imaginable. Don’t get me wrong, I love a good smorgasbord.

Businesses should be very interested in Pinterest. Why? For its potential as virtual viral marketing. Don’t be mistaken, it’s not free marketing. But other than the time put in with Pinterest, and any design or photography costs, there are (currently) no fees associated with getting your unique image/message out into the Pinterest community and a chance at viral immortality!

As a business entrepreneur getting your unique message out to customers is likely your greatest challenge. And since it seems nobody reads anything anymore, why not take your message graphically to the Pinterest community?  It is growing Fast!

Consider the following stats (click to enlarge):

Pinterest Factsinfographic created by agency Modea