= Operating and releasing mail at reduced production levels 
= No current production
17 Nov Print vs. Digital: Why the Future Is Hybrid Communications
Datamatx is proud to be a part of the Imaging Network Group (INg). This organization brings together mid-sized, high-volume service providers to share perspectives on where the industry is headed. This year, the numerous discussions that took place at the conference were aptly summarized in a blog written by Anne Valaitis, Principal Analyst at Keypoint Intelligence. Her takeaway? Print is far from dead, digital is not the enemy, and success lies in unlocking the symbiosis of the two. For print service providers, this means understanding how to position print as a trusted, strategic part of a broader communications ecosystem.
According to Valaitis, a strong theme that emerged from attendees was that “print continues to prove indispensable—especially in communications where trust, compliance, or accountability are paramount.” From regulatory correspondence and audit notices to official records, paper still holds sway in contexts where proof, permanence, and reliability matter.
However, it is important to acknowledge that the role of print is evolving. Valaitis notes that “this resilience is not about clinging to the past. Rather, it reflects how print has adapted to fit within an increasingly digital ecosystem.” As we have written in past blogs, this means embracing hybrid workflows. Younger audiences may prefer digital, but many still value print for high-stakes interactions; older demographics tend to lean toward print and expect reliability. Offering both and letting the customer or end-recipient choose is critical to successfully meet the expectations of customers today.
On the digital side, the blog emphasizes that print providers must build out the broader ecosystem, including document management, workflow automation, e-signatures, and digital engagement tools. For print service providers, Valaitis says this signals two things: one, the need to deliver measurable outcomes (speed, compliance, error-reduction) and two, the need to position themselves as part of a process chain that begins with data and ends with multichannel delivery (print + digital) rather than simply print output.
Another central theme that emerged from the discussions was the impact of intelligent technology on business, particularly AI and data analytics. Valaitis confirms that organizations are using AI to accelerate workflows, such as RFP responses, security audits, and content generation for marketing, as well as to utilize predictive analytics for production performance and operations. However, many businesses are quickly realizing that adopting AI into the workflow requires planned governance to avoid potential chaos. Having a clear strategy that incorporates data governance and training will enable a company to capitalize on the opportunity, but with caution.
At Datamatx, we’re embracing this direction. We recognize that print continues to play a strategic role for our clients, especially in regulated industries and for high-value communications. Therefore, we are maintaining and reinforcing our high-volume print capabilities, ensuring that compliance, security, and audit-readiness remain core to what we offer our customers. Simultaneously, we are integrating electronic delivery options, portal-based notifications, encrypted PDFs, dynamic digital print triggers, and customer-choice workflows.
On the technology front, we ensure every investment in this area enables faster, more efficient print/digital execution, improved turnaround times, and stronger analytics for our clients. In short, we believe in print’s enduring value and the power of the digital-print hybrid ecosystem so our clients can take advantage of both, control costs, support compliance, and engage their audiences on their terms to “provide customer delight” every day.
To sum it all up: Print service providers who succeed will be those who see print not as a relic, but as a trusted channel; who embed print into a broader digital ecosystem; who invest in data, workflow, and intelligent automation; and who deliver measurable outcomes. According to Valaitis (and we agree), the future of customer communications is not “print or digital” but “print and digital done smartly.”