This year has seen the launch of one of the most innovative technologies ever seen, the Apple iPad. Whilst many (and I include myself here) have dubbed it a jumbo iPhone, it holds a bucket load of potential for businesses wishing to promote themselves through digital media. The big idea that everyone will one day read their mail, newspaper and magazines on the iPad or a similar device is an exciting but daunting possibility.

There’s just one problem. You can’t touch or feel what your reading.

At home, I love my badly ordered bookshelf with piles of ancient Creative Review and DSLR magazines. I can’t imagine trading that tangibility for a digital alternative.

By engaging your senses with a piece of print, you respond to it differently to which you would on a screen. The vibrancy, contrast, roughness, shape & ownership of the physical are all right there in front of you, communicating the values of a business, character or profile. That experience alone, priceless.

For illustrative purposes, lets say that there are three main senses that can be influenced with most communications. Sight, touch and smell. With digital, you remove 2/3s of your potential communication influence.

The common rationale for choosing digital over print is cost, speed and environmental reasons. These don’t have to be set backs. Choose your suppliers carefully, we have an aggressive environmental policy which requires that we work with our suppliers in the most efficient and environmentally friendly way. Most printers have schemes by which they replant XX many trees for XX many orders. In terms of cost, you’re paying for tangibility. If you’re selling something physical, your customers will want something physical in turn to help them experience your product. For example, if you’re selling guitars nationwide, you’re based in Aberdeen and someone in Cornwall wants to have some kind of experience with that guitar before they buy it, wouldn’t you want to give them the most tangible experience they could possibly have?

We live in tough economic times and I can understand why companies are looking to cut back their spending. Often one of the first places the hammer falls is on marketing. However, their is a distinct correlation between marketing spend and growth rate. If your customer base is holding back their wallet in fear, shouldn’t you in turn be doing everything you can to convince them otherwise instead of stepping back into the shadows?

Don’t misunderstand what I’m trying to say here, I think the iPad is fantastic. I just believe the mediums that it may replace are worth fighting for and investing in.

Author Peter
Date 06.12.10
Time 12.46
Comments 2