This article appeared in the March 2025 issue of Australian Printer, authored by Posterboy Printing’s Daniel Edwards
In 2024, the biggest challenge, for me, was adapting to AI and accessing its impact on my business.
Overall, AI has been an asset – boosting content production and solving technical issues, especially in Excel, much faster than before.
Embracing AI is crucial as it provides significant advantages in accessing targeted knowledge.
When searching for solutions, Google searches result in a lot of dead ends, while AI cuts through the noise efficiently.
I believe the next evolution in SEO will involve AI discovering and prioritising content, making it essential to stay ahead in this rapidly changing landscape.
This year, Posterboy Printing’s main focus will be on revamping our website.
With a new site launching soon, ensuring it runs smoothly, stays optimised, and performs effectively will be a top priority.
This is because the website is a crucial tool for attracting and retaining customers, as it’s often the first place people look when searching for suppliers.
Maintaining a strong online presence is essential to remain competitive in the market.
We’ll also focus on improving the user experience, making it easier for customers to complete purchases and encouraging repeat business.
By prioritising these areas, we aim to drive growth and strengthen customer relationships.
As for general industry trends, AI has been a seismic shift in the marketplace, but I don’t believe it will impact the print industry to the same extent as social media and search engine marketing did.
AI seems to primarily effect information workers and doesn’t appear to significantly influence the work done in print.
That said, the challenge for the print industry will be learning to leverage AI effectively, using it to enhance processes and maximise its potential benefits.
While its direct impact may be limited, understanding and utilising AI where possible will be key to staying competitive and efficient in the evolving landscape.
The level of noise in the digital space has been increasing for years, and AI is only going to amplify it further.
This creates a unique opportunity for the print industry, as print remains a communication medium that exists outside the digital noise.
Print offers significant advantages to advertisers by reaching audiences away from their devices, providing a more focused and tangible experience.
Mark Bouris recently mentioned how rare it is to receive direct mail these days and how it stands out to him. This highlights the power of print in cutting through the clutter and making a lasting impression.
Strengths and weaknesses are often two sides of the same coin.
Many of us in the print industry are small to medium sized businesses, which means there’s little bureaucracy between us and our customers.
This gives us a unique advantage: the ability to provide personalised service and a human touch, something increasingly absent in today’s world of self-checkouts and offshore call centres.
By leaning into this strength, we can stand out – offering exceptional service, knowing our customers by name, and building relationships. The goal is to turn first orders into second orders and create loyal, long-term customers through genuine connection and care.
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