Kellie Northwood (main photo) is the chief executive officer of The Real Media Collective, an industry association, representing the paper, print, mail, publishing and distribution sectors across Australia and New Zealand. In this guest post, Northwood says in these COVID-affected times, print media has taken on a new importance…

Online shopping to online retailing, pandemic lockdowns, second wave uncertainty and recession periods stalling spending are difficult enough to navigate, add to that cyber scepticism and digital sameness, we live in a rare time that is filled with challenges. And as more pressure than ever is applied on retailers to perform, never more pressure has there been for marketers to get their media mix and brand equity right.

1. ONLINE RETAILING NEEDS PHYSICALITY – DON’T BE FORGOTTEN

Boston Consulting Group report online retailing is here to stay with one in three consumers stating they will continue online shopping. This places brands