By: Maurine Anderson
We live in a largely digital world these days, and it has many wondering about the fate of print. Lest you think print is dead in the world of marketing, here is a look at some of the reasons that print remains a powerful player in any marketing strategy.
Certain demographics do not use the internet often.
It may seem like anyone and everyone is on the web 24/7 these days, but you may be surprised to hear that there are actually a great many people who simply do not use the internet often—and that will not be changing significantly anytime soon. This applies especially to senior citizens, adults living with a disability, adults with less than a high school education, and individuals in lower-income households. So if you are a business with members of some of these demographics in your own target demographic, you should definitely consider a multichannel marketing strategy.
People remember better what they read in print.
Studies have actually shown that people remember things better when they read them in print than when they read them on a screen. This is probably partially due to the fact that people have a higher tendency to multitask when they are online.
Print can occupy more real estate.
Okay, so maybe the one exception here is billboards that have now gone digital. But in general, print has the power to occupy more real estate than any computer or TV screen can. With print, you can give someone a brochure that unfolds into the size of a poster right in their very hands. Or, you can have something printed that occupies the side of an entire building.
With print comes texture.
Digital media will never be able to offer the tangibility that print media can. With print, your marketing materials can take on a variety of textures, giving your marketing campaign a sense of tangibility that it simply would not have otherwise.
Print is personal.
Print also offers a uniquely personal touch. A potential customer, for example, can hold a business proposal in their hands that has their name printed right on it. Or, a potential customer can receive a direct mail piece that was printed in the style of a party invitation, making them feel as though they received an invitation from a close friend. Mail has the potential to rest for weeks on a person’s fridge, or to become an oft-used reference material in the home. These are things that digital simply cannot match.
Direct mail remains one of the most powerful marketing tools.
As this article points out, direct mail is still one of the most effective marketing methods out there—for several reasons. First, direct mail allows you to sidestep inbox overload. While people are quick to hit the ‘delete’ button when they see a promotional email, they are not always so quick to toss out promotional mail pieces. Second, people are less wary of promotional mail pieces from companies they do not know than they are of emails from companies they do not know. This means that you can establish a better relationship of trust with customers when you market with direct mail. Third, direct mail allows you to very quickly and easily reach your target demographic. You can send mail pieces only to those who fall under your target demographic, thus maximizing your marketing efforts. And fourth, direct mail has a longer lifespan than promotional emails, with mail pieces often spending weeks or more in a person’s home.
Brochures remain powerful business-to-customer marketing tools.
…and business-to-business marketing tools. Brochures may not hold the same bible-like status that they once did, as people tend to go online to get the information they need for a purchase. However, that simply means that the role of the brochure is changing. As this article points out, brochures are still highly useful for reassuring customers who are making high-value purchases, such as of a car, home, or furniture. Moreover, brochures can be used hand-in-hand with digital marketing materials to reinforce important messages.
You need signage. Period.
No business location or brick-and-mortar store would be complete without print signage. It’s as simple as that. Retail stores, for example, are always in need of new print signage to advertise their current promotions; that’s something that digital will never replace. Plus, as this article points out, printed signage can also drive traffic to your business, reinforce your branding, and even strengthen your online presence.