I’ve got news for you, despite what you may think in the digital era, print is alive and kicking. It’s a reoccurring debate amongst marketers in an age where the perception is that digital is king and print abdicated that throne a long time ago.
Countless organisations have recognised the change in content distribution and have subsequently shifted their advertising and marketing efforts online, 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. I know many of you will be shaking your heads in disagreement whilst simultaneously perusing the Mail Online so let me explain.
Consumers and other stakeholders still appreciate the tangibility of print. It is a physical thing that doesn’t disappear at the touch of a button, nor slide to the bottom of the pile below hundreds of updates and NEWSFLASHES.
Print stands the test of time. It is also capable of reinforcing digital elements of a campaign. If you can successfully combine digital and print you are able to stretch across more mediums, reinforce your messaging and reach the eyes and ears of many a willing consumer or stakeholder.
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. It screams legitimacy.
Print ads are also excellent at consolidating and emphasising your brand’s image and identity. In terms of typography, colour and images which are all capable of increasing brand recognition. This is of course an element that can be executed digitally as well to seriously raise your profile and consumer recall.
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. It has been further suggested that people read and absorb printed material at a rate of 20-30% slower than online.
Target marketing is also a key factor in the success and viability of print. Email based campaigns are a key example of this, in terms of digital marketing it can be tremendously successful and I would urge you to partake in it. But if you are able to implement a print aspect alongside email marketing you are in for a winner, by combining the best of both worlds.
The most successful marketing campaigns utilise and exploit the advantages of both mediums and channels, allowing your message to reach and engage your target demographic, for this reason print is not to be shrugged at. Although, it is true that the emphasis by marketers and organisations will be placed firmly in the hands of digital, there are still those who enjoy the warmth of a credible and tangible printed piece. It is imperative this is not forgotten.
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 whilst print is still alive and kicking, digital remains King.
If you need and help or advice on print or digital media contact us at: firstname.lastname@example.org Take a look at our most recent Outlook Digital work here.