According to a recent annual barometer*, 96% of specifiers and 81% of construction tradespeople use the web and digital media daily in their work: computers, smartphones, tablets, interactive kiosks in points of sale…
This underlying trend is therefore now firmly established in the « traditional » worlds of industry and specialist distribution. It implies two important changes in your marketing and communication practices. First, traditional « print » tools (catalogues, brochures, etc.) must now be approached with their digital versions in mind from the design stage, in line with audiences' new habits. Second, these digital tools can prove to be formidable sales aids in the field.
Every digital medium must be approached with the same strategic rigour as any other editorial communication initiative.
Offering new reading experiences
Beyond the traditional online « flip-book » page-turning solutions, digital publications make it possible to offer readers a new experience by activating two levers. First, they make publications (catalogues, brochures) accessible to the widest possible audience across all the new digital devices thanks to multi-channel distribution (smartphones, tablets, email, USB, etc.). Second, thanks to the integration of « rich media » content (forms, videos, interactive maps, e-commerce baskets, etc.), they deliver an engaging, interactive result that serves the company's dynamism and brand image.
To achieve this, every digital medium must be approached with the same strategic rigour as any other editorial communication initiative. In other words, « digital » is not just a « technical and IT » matter. Convergence thus deploys innovative solutions that harness the power and flexibility of digital tools, both in the « quality of information delivery » and in the statistical analysis of your publications.
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Sales support tools
For companies with a substantial volume of publications, your technical and commercial content can be brought together in a dedicated smartphone or tablet app. To that end, we offer multimedia content staging and management applications that are easy for your sales teams to pick up. They can then incorporate all your product catalogues, press kits, project presentations, commercial offers and more.
« Digitising » your « print » content therefore opens up new frontiers for your sales case: more interactive, more instructive, more engaging, these tools become more creative and let you craft a new user experience for increasingly connected audiences. Want to find out more? It's all here!
* Capeb barometer 2015