Over the years, it has been a common topic of discussion among marketers about the future of print, especially with the significant rise of digital marketing. As the internet has consistently grown since its conception in the 1990’s, the speculation regarding print marketing and media has been sent wild.
But that’s all it is – speculation. Digital media hasn’t killed off print media in any way, it is still going strong and should not be referred to as an outdated marketing tactic. Some say it has even had a resurgence, so we’re here to take a look at the impact digital has had on print and what the future holds.
Impact of the Increase in Digital Marketing
Generally, due to the benefits that digital media has brought to marketing strategies, like accessibility and reduced costs, users swiftly switched to incorporating this into their campaigns. However, since then, this significant impact has actually brought some advantages of print media to light.
Less is More When It Comes to Content
Nowadays, the internet is a huge staple in everyone’s lives and the amount of content available at our fingertips is unbelievable. Yet, due to this overwhelming volume of digital information that is accessible to us, it has led us to become more selective about what we choose to pay attention to.
How many emails do you receive in one day and how many of them do you send to the trash without even reading them? Print media is different; if you receive a newsletter in the post from a brand that you have chosen to hear from, you will take the time to read every word. Print marketing stands out from the digital noise, delivering more impact and increasing brand loyalty.
Stay Safe with Print Marketing
Unfortunately, the internet is not the safest of places and when you’re surfing the web or receiving emails, you do run the risk of coming across a virus. The rule of thumb is to never visit a site that isn’t secure and never open an email if you don’t recognise the address.
There are no rules when it comes to print marketing. Posters, leaflets, booklets, all of these advertising and marketing campaigns don’t pose any risk to your personal data or technological hardware. The only surprises they bring are positive ones when they drop through your letterbox or you see them in the street.
Interact with Print Marketing
One issue with digital marketing is that it is passive; it is very easy for consumers to delete an email, to scroll past a social post, or skim read a blog article. It is commonly known that users have a shorter attention span nowadays, so if digital information isn’t interactive, it will most likely be dismissed.
Print marketing is the opposite, it is active and tactile. When you receive campaigns through the post, it will be addressed to you, connecting with you on a personal level and creating trust. With booklets and catalogues, you have to flick through them to retrieve information and it is possible that they will become coffee table essentials, so they can be repeatedly looked at.
The Perfect Combination: Digital and Print Marketing
The rumours about print media being overthrown by digital have been floating around for a while, but this traditional marketing method isn’t going anywhere anytime soon. After exploring the impact of digital marketing, it is apparent that both print and digital have their advantages, so why not utilise both in your campaigns?
Watch this space for a blog article on how you can integrate your print and digital marketing campaigns!
In the meantime, to find out more about our print marketing services that are tailored to you, contact us today if you have any questions or enquiries.