Why print is alive and kicking

Posted on Tuesday, June 3rd, 2014 by

In an age where digital is king, it appears that print abdicated that throne a long time ago.

Countless organisations have recognised the change in content distribution and have shifted their advertising and marketing efforts online. This is mainly down to how economically viable it is in comparison to its traditional predecessor. Not to mention the speed of both access, updates, exposure and convenience.

But the power of print still remains a necessary cog in the advertising and marketing machine. 

  • People still appreciate the tangibility of print. It doesn’t disappear at the touch of a button.
  • In the day and age of pop-ups, online scams and endless piles of spam mail filling up even the most diligent and organised email user’s inbox, print gives the added advantage of credibility. 
  • Print ads are excellent at consolidating and emphasising your brand’s image and identity with typography, colour and images. 
  • Print also has the added value of engaging with consumers for far longer than a lot of even the most well intentioned digital campaigns. Research suggests that websites are often skimmed in as little as 15 seconds per visit, and that people read and absorb printed material at a rate of 20–30 per cent slower than online.

The most successful marketing campaigns utilise both mediums and channels. Print reinforces digital elements of a campaign, allowing your message to reach and engage your target demographic.

Although, it is true that the emphasis by marketers and organisations will be placed firmly in digital, there are still those who enjoy the warmth of a credible and tangible printed piece. Print slices through the noise of today’s digital chaos to leave a lasting impression. It is tangible, engaging, effective and dependable. But make no mistake, while print is still alive and kicking, digital remains king.

If you need help or advice on print or digital media, get in touch.

Take a look at our most recent Outlook Digital work.