In today’s fast-paced digital world, where social media, online advertising and email marketing dominate the media landscape, some may argue that print is dead. However, research suggests that this couldn’t be further from the truth. Despite the rapid growth of digital marketing, print media continues to be a valuable promotional tool for businesses and plays a crucial role in a well-rounded marketing strategy. In this article, we will explore the benefits of print marketing and how it compares to its digital counterparts.
Enhanced Customer Recall
Print media offers distinct advantages that digital marketing cannot replicate. Physical print materials like brochures, flyers and business cards provide a tactile and tangible experience, helping to develop a physical connection with its audience. This sensory quality is likely to leave a lasting impression, with consumers 70% more likely to remember a business seen in print advertisements compared to online.
In addition, print materials usually have a longer shelf life compared to digital marketing collateral, which can be easily overlooked or deleted. In fact, consumers usually spend twenty minutes or more with print publications, compared to five minutes or less when visiting an online site.
Reliable & Trustworthy
Those that believe print is dead fail to recognise that this marketing strategy continues to be favoured by consumers. Research indicates that 82% of those making a purchase decision trust print advertisements the most compared to any other marketing collateral. This can be attributed to the sense of permanence and legitimacy traditional media portrays; in an era where online content can be easily altered or deleted, print materials provide a sense of trust and reliability.
Targeted Marketing Strategy
Print media is a great way to target specific geographic locations, helping businesses reach their intended audience precisely and establish a professional presence in the local community. For example: brochures, magazines and community newsletters can be effective channels to connect with local customers and promote products or services in a relevant manner. Alternatively, posters, banners and flyers can be distributed in the local community to attract attendees and generate buzz around upcoming events.
Reduced Cognitive Load
Print media can provide a much-needed break from the constant bombardment of digital information. With the increasing use of ad-blockers and the saturation of online advertisements, print media offers a refreshing change and captures the attention of its audience in a clutter-free environment. In fact, 92% of people surveyed noted that they find print materials easier to consume compared to digital content. So rather than believing the myth that print is dead, utilise this powerful marketing technique to enhance your marketing efforts.
Print Is Dead……Not Yet!
Digital marketing has undoubtedly gained significant momentum in recent years, but before you dismiss print media as a relic of the past, it’s important to recognise the unique advantages it continues to offer.
Physical marketing collateral allows businesses to connect with their customers in a tangible, credible and memorable format; when paired with digital marketing techniques, print media achieves a strong and cohesive marketing campaign. In fact, campaigns that combine print and digital advertising are four times more effective than those solely employing digital methods.
Therefore, instead of naively believing that print is dead, embrace its power by collaborating with printing specialists. In doing so, you can create high-quality and compelling print materials that are certain to leave a lasting impression on your target audience.
Tony Hunt is a seasoned Print Industry Expert with over three decades of experience in the trade. He has been instrumental in helping clients expand their product ranges, secure more business, and ultimately increase their profitability. Tony’s approach is characterised by enthusiasm and passion, balanced with a realistic and tactical mindset. His expertise is further bolstered by seven years of running his own business, fostering a commercially-driven perspective. An excellent communicator, Tony prides himself on never compromising on detail.