How the growth of digital is driving the inserts industry forward

The growth of digital is a massive boost to the inserts industry! You probably think I’ve gone mad. But it’s true. Technology and online are creating massive change in the inserts industry. And the changes are great…

Okay, for a while the big bad web was seen to be ‘stealing’ a lot of the credit for sales that were generated offline. But clients have become savvy to this and no longer is it a ‘last click wins’ game. Advancements in attribution models are becoming more and more complex and this is a big boost for the inserts industry.

But the biggest boost is coming from online businesses using inserts to drive online sales. Buying groceries, furniture, clothing and entertainment online is all commonplace in Britain today as are playing bingo or gambling online. The growth in these sectors is set to accelerate in 2014 and the good news is that inserts are set to be the big winner.
And the future looks really promising. Online to web technology like Blippar and Aurasma are growing steadily and are helping to solve print to web measurability issues, same day delivery will grow the ecommerce industry and even Google are using inserts!

By DMA guest blogger Parry Jones, Director, The Specialist Works Group and DMA Inserts Council member