How Printing Businesses Can Compete Digitally Today

 Printing businesses are fighting not only competition but also irrelevance.  Market contraction, rising costs, and a shift to paperless systems are real and urgent threats.   For instance, according to Books Print, the printing industry in France saw a decline in revenues from €15 billion in 2022 to €14.25 billion in 2023, primarily as a result of lower demand and rising inflation (Booklets Print).  In addition, print businesses are struggling to maintain profit margins due to rising costs like paper, energy, and logistics, as well as a persistent labor shortage (OnPrintShop).  At the same time, clients are going digital to cut costs and reduce waste.   Digital processes are replacing paper-based procedures in many businesses (Ricoh). So here’s the big question: how can print companies compete in this environment? 

 The first approach is to make use of the advantages of print

 and the power of tangibles

 Unlike digital ads, print materials create physical interaction—something that science has shown improves emotional engagement and recall.   This is due to what psychologists call haptic memory—our ability to remember better when we physically touch something (RoyerComm).

 Print also builds trust.   In fact, 56% of consumers view print as more credible than digital sources (Qualprint).

Cut Through the Noise

 In a world full of digital advertisements and online content, many of which are blocked, Get Rid of the Noise Print stands out. Cascade Print Media claims that direct mail has a higher response rate of 37% and a higher brand recall of 70% than email marketing. This is not nostalgic; rather, it is planned.  Print can drive engagement where digital gets ignored.

 Strategy 2: Go beyond traditional print

Go beyond traditional print to diversify . Smart print businesses are expanding into higher-value, specialized services instead of competing for low-margin jobs. 

Personalized Print-on-Demand Offering customized products—like apparel, photobooks, or wall art—allows printers to tap into niche markets.   Platforms like JetPrint and Printful support this growing sector with e-commerce integrations and automated workflows.

 Packaging for E-Commerce

 According to WTPBiz, packaging now accounts for 30% of print sales, particularly as e-commerce brands seek custom labels and branded boxes.  According to Bennett’s Digital Printing’s case study, environmentally friendly packaging contributed to a 15% increase in organic product sales.

 Event Supplies and Business Essentials

There’s still strong demand for quality presentations, business cards, and event collateral—especially with fast turnaround and customization (FedEx Office).

 Strategy 3: Don’t choose between print and digital. Combine the two.

  Many printing businesses believe that they must choose between going entirely digital or sticking with traditional print.  However, the smartest businesses combine both strategies to achieve success.  Instead of treating print and digital as rivals, forward-thinking businesses combine the two to achieve better results. This is called a hybrid strategy.

 Print draws attention because it is tangible, something that people can touch and remember. The customer is then directed to a digital experience, where they are able to take action.  A great example is a printed flyer or postcard that includes a QR code linking to a website, RSVP page, or special offer.

 Case studies show this strategy works:

• A local art gallery boosted exhibition attendance by 30% using eye-catching postcards with QR codes for online RSVPs.
• After sending personalized mailers that connected to their online shop, a fitness apparel company saw a 20% increase in sales.
• According to Quad, after receiving a printed piece, 44% of individuals visit the brand’s website, 10% more than after receiving an email.

This demonstrates that print is a powerful tool for increasing digital engagement and is not outdated. 

Strategy 4: Invest in Technology That Redefines Operations

 Print-to-Web (W2P)

Customers can place, customize, and pay for print jobs online with W2P software.  It reduces errors and turnaround times by automating quoting, order entry, and approvals.  According to StartUs Insights, 72% of printers now use W2P, and the market for this technology is anticipated to reach $35.1 billion by 2030. OnPrintShop and Newprint are two of the most popular platforms.

 Automation and AI

AI isn’t just a fad; it’s actually helping printers cut down on waste, improve workflows, and anticipate maintenance requirements.  According to OnPrintShop, over 38% of commercial printers already use AI, and another 23.5 percent plan to adopt it within the next year. 

Real-time augmented reality AR.

Real-time augmented reality(AR) enhanced print transforms brochures, business cards, and packaging into immersive experiences.   Brands like IKEA use AR for virtual furniture previews, while others link printed materials to multimedia content (EO Johnson).

 Strategy 5: Don’t just build for the present; build for the future. 

Make smart capital investments a priority.

 Invest in digital presses, workflow automation, and software—not just production hardware.   Customers are increasingly demanding high-margin, short-run jobs thanks to these tools (Printing Impressions). 

Become Data-Driven

 W2P tools and business intelligence dashboards help track client orders, peak demand periods, and pricing trends—informing smarter business decisions (OnPrintShop).

 Commit to Sustainability

 Sustainability is a key differentiator, not a luxury.   Highlight your use of recycled paper, eco-inks, and practices that reduce waste. According to Drupa, the print industry’s total carbon footprint is just 1% of global emissions—far less than many assume.

 Put Money into People

The printing sector is experiencing a labor shortage.  It will be essential to upskill your workforce in digital, augmented reality, and automation technologies.  Upgrading your technology stack is just as important as investing in your team’s development (Quocirca).

 Last Thoughts: Print continues to exist.

 Compete through Transformation. It is currently reborn.  In the digital age, those businesses that succeed will be those that:

• Embrace tech, not fear it
• Rebrand print as a powerful and trustworthy medium.
• Expand your product and service range beyond traditional formats.
• Align with digital behaviors rather than compete with them

 In short: don’t fight the digital tide—surf it.