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Print marketing is far from dead and is a tangible asset that incorporates the best of graphic design. As a traditional medium of communication, there is also inherent trust, making it a powerful tool against modern digital methods that have become untrustworthy recently.
But how can old-school media benefit your business and offer the best value for customer engagement? Print media offers a physical connection that a digital campaign can’t. However, it is also potent when combined with digital strategies that reinforce branding and drive traffic.
There are many methods of print marketing that a business can apply for direct and responsive engagement. Newspaper and magazine ads, billboards, and direct mail are excellent examples. Yet they are also at their most powerful when combined with digital marketing to drive traffic.
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Digital marketing has the potential to be potent when done correctly. However, while it relies mostly on eliciting an emotional response, there is no physical connection. Something as simple as high quality leaflet printing offers a tactile experience that results in a deeper connection with a consumer. For example, handouts that are visually compelling and designed well are memorable. However, they also engage the senses through touch, and even the aroma of ink.
People love something they can hold and interact with on a personal level. While digital marketing accounts for 80% of marketing budgets these days, it doesn’t offer the same level of engagement that physical media can. As such, it loses out to print media in a number of ways:
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Sure, your fancy new ad might be at the top of the Google search results, but how many people actually engage with it instead of just scrolling past it? Online ads have become so ubiquitous now that most users dismiss them without even thinking about it. This begs the question of whether you should even use them at all when printed materials are permanent and can be referred back to repeatedly, while digital ads are typically fleeting, sidelined, and usually ignored.
It can be hard to know who to trust online with so many scams. Just clicking one ad can potentially lead to phishing attacks, viruses and invasions of privacy. Of course, there are no such risks when interacting with print media, which means print is much more trusted than digital these days. The tried and tested methods associated with print media also lends credibility to a campaign, often resulting in more engagement and brand recognition.
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Pretty much anyone can knock up a digital ad in a few minutes using tools like Canva or even AI. While good results are possible, traditional print media requires a professional touch to be effective. Partners and consumers alike appreciate when something has been designed skilfully and artistically. However, as a business, investing in such materials also demonstrates a commitment to quality and respect for the consumer, which is picked up and appreciated.
It is possible to target ads online to specific demographics. However, it requires a lot of market research, data analysis and expert knowledge. Further, there is no guarantee that the intended audience will see the ads in the campaign. This is one area where printed ads have a direct advantage and become more cost effective with a better ROI. Direct marketing targets specific people, in specific locations and even with specific interests for a much higher engagement rate.
Further to engagement, print media is superior when it comes to rates of return and interaction. Digital and traditional marketing are both a vital part of any brand identity design process, each with their own unique purpose and results. Yet there is something to be said about print.
There are no distractions when reading printed materials such as popups. As such, a consumer is focused 100% on the materials in front of them and more likely to engage with it as a result.
Digital data isn’t tangible, and this detracts from the experience. Handling something that has been made leads to a stronger connection between the consumer and the associated brand.
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Compared to digital, print marketing has an average recall rate of 70% to 80%. When a consumer can instantly recall and associate with a brand, they are more likely to build loyalty.
Direct marketing is called direct for a reason. It can be sent to specific households or even people within them, leading to a personalized feel and message that resonates with recipients.
Higher engagement can be achieved by including fun elements on printed materials. For example, crosswords and wordsearches can be used to reinforce the benefits of a product.
Print marketing offers higher engagement than digital marketing as it provides a stable and tangible experience for a consumer. Also, print materials are more likely to be read thoroughly rather than scanned quickly, as digital ads often are, for improved brand recognition.
The average person sees tens of thousands of digital ads per week. How many do you think they can recall? It is probably a severely low number, indicating that digital advertising, while useful, isn’t the most effective method. Printed ads can be a permanent fixture in the life of a consumer, leading to brand association, recognition and repeated business. For example, a Coca-Cola poster in a workspace is likely to remind people to drink Coke and increase sales.
Not all printed ads and materials are the same, but people remember quality. This is why there is a niche market for buying and selling posters, boxes and tins. Quality materials used for memorable campaigns come with an associated historical significance that can lead to cultural importance too. Brands such as McDonald’s and Coca-Cola have mastered this kind of marketing. Would Christmas be the same without polar bears, lit up trucks and that jingle?
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Digital campaigns, while targeted, are very hit and miss and try to cast a wide net to see what bites. This can be effective, but costs a lot of money with minimal guarantees. A printed and targeted campaign has the potential to yield higher results by communicating directly with consumers. Segmentation plays a key role in this type of marketing, which can also be done via email. However, direct marketing has a much higher response rate than its digital counterpart.
A lot of thought, time, and effort goes into digital marketing campaigns, and no one is saying there aren’t talented people involved. However, because the web is so fast and users have effectively been trained to ignore ads, it takes something special to stand out. Yet, against a sea of digital advertisements, a printed ad can easily catch the eye of a consumer. This is even more powerful when you consider that there isn’t a lot of high-quality print available these days.
Digital marketing is a valuable tool that a business must consider. However, engagement is usually pretty low. On the other hand, almost 80% of consumers will act upon printed mail ads compared to 45% who act upon digital ads, but combining the two is pretty effective:
Both old-school and digital marketing are easy to learn but difficult to master. They each have pros and cons, and aren’t always suitable for every campaign. However, an effective campaign uses each methodology to complement the other. When done correctly, they can make a lasting impression on a consumer and boost engagement and conversions. The power of both methods cannot be understated when combined effectively through print, the web and social media.
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There is a physical connection that engages the senses to enhance the experience people have with print marketing over digital. Print also offers advantages such as focused reading to retain more information. This makes it a superior vehicle for delivery over fleeting digital campaigns.
However, while digital isn’t as powerful, using the two methods together can enhance each one, and contributes to making a longer lasting impression on consumers. The key is balancing each method, such as directing customers to digital platforms via print media and vice versa.
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