Digital marketing has come a long way in recent years. In fact, research by Adobe suggests that digital marketing has changed more in the past two years than in the past 50. The number of job advertisements for digital marketers has rocketed in the last two years, with marketeers now spending on average 60% of their time on digital marketing.
With so many marketing communications taking place through digital channels, we ask the question – Is Print Dead?
In fact, print is far from dead.
Here are some reasons why print is an effective form of media for your marketing campaigns:
- 56% of customers find print marketing to be the most trustworthy type of communication
- 48% of people retain direct mail for future reference
- 79% of consumers react to direct mail immediately
(Why Direct Mail Still Matters, Direct Marketing Association)
Print Stands Out From Other Marketing Communications
Every business is competing for the attention of their target audience. Competition across digital and social media channels is so high it’s getting harder and harder to cut through the noise. It is for this reason that many marketeers are opting for print media as a way to stand out from the competition and grab the attention of their potential customers.
Tactile Marketing Is Powerful
A few years ago when the kindle was launched along with other tablet devices designed for reading books in digital form, the publishing industry feared that the printed book would die out. But actually printed literature still remains the format of choice, with more than 83% of all book sales being for printed books. The public have spoken; they still want to hold a book, feel the paper and turn the pages. In a similar vein, marketing communications that can be touched are seen as more personal and can result in some powerful outcomes.
Print Media Is Perceived As More Credible Than Online
Digital communications, whether on company websites, through social media or via emails, are quick to produce and relatively cheap to distribute. Perhaps this is why so much of it is ignored or not seen as credible. With the nature of print, the final design is the final design. Changes can’t be made after it has been sent to print, so perhaps more care and attention is taken in the copywriting, and design of the campaign.
Personalisation Has A Bigger Impact
Personalisation is a big thing in marketing. Delivering personalised and relevant communications generate higher response rates. This is even more apparent with print marketing campaigns. Personalisation on printed media is deemed to be more impressive than a personalised email, as the perception is that it has taken more thought to achieve. A personalised flyer, leaflet or brochure can really delight the recipient and shows consideration and attention to detail.
Print media allows for a whole new world of creativity in comparison to online channels. There is a wide selection of opportunities to create different textures and finishes – such as embossing, lamination, varnish, foil or die cut – as well as different shapes that can be used, and how the final piece is folded and finished to create something unique and inspiring.
Don’t forget about the important role that printed media could play in your overall marketing strategy. Get creative, put some real thought and effort into your print marketing collateral and make use of the latest tools and technologies available in print today. You may be delighted with the results from offline direct marketing campaigns.
If you need any further information or friendly advice about your own printing, please get in touch with our knowledgeable print experts.