If you think print marketing is dead, think again.
Digital is ubiquitous so print is making a resounding rebound.
There are roughly three zettabytes of digital content out there right now (a zettabyte is a trillion gigabytes of data). Each of us is furiously trying to keep up with the overload of information and marketers are feverishly trying to get the attention of customers amidst all the noise.
Print stands out.
Because it’s used less, printed marketing is unique again. Print also engages more of the senses than digital media, so it’s more memorable. When customers touch, feel, and smell paper they gain tactile memories to associate with your brand.
Reading printed content is also easier on our eyes than reading digital content because ink and paper offer a better contrast. That’s why 81% of people in the U.S. still say they prefer to read something printed versus a digital screen (per a survey from Two Sides).
So, what’s a marketer to do? Let's take look at a few key areas.
The most effective marketing strategy is one that includes both printed and digital media.
In fact, 76 percent of small businesses say their ideal marketing mix includes both printed and digital communications (per Pitney Bowes). Take advantage of every channel to create integrated programs that attract attention, build your brand, and drive demand for your products or services. Direct mail, for example, continues to be used heavily by a broad range of businesses. Most of us get less mail these days, so we pay more attention to the mail we do get.
If you don’t quite believe it, just look at these numbers:
- 73% of consumers say they prefer mail over other advertising methods (per an International Communications Research survey)
- Most people who get direct mail ads not only pay attention to it, they respond to about 1 in 10 pieces of direct mail (per research from the US Postal Service)
- 85% of people sort and read their snail mail daily – and 40% try new businesses after receiving direct mail (per a survey by Mail Print)
Print can supercharge your social media.
Social media and print can share a symbiotic relationship: an engaging and consistent brand voice leads fans of your printed marketing to check you out on social media – and it makes your social media fans pay attention to your print campaigns.
Print is sustainable.
Most people think printing isn’t sustainable when the truth is the opposite. Paper is a completely renewable resource. Paper often comes from managed forests or farms. Paper is also recycled more than any other commodity, which reduces greenhouse gas emissions and saves landfill space.
Merging print with digital can be more powerful than each medium alone.
Digital marketing is still crucial. If you’re not sharing content online you’ll be left in the dust, but never doubt the power of print marketing.
Printed media makes your brand more personable and gives you a direct and tangible way to build credibility. Reading on paper creates stronger memories of the information and affects higher learning.
There’s also something about printed copy that gives people a sense of legitimacy and credibility – and merging print with digital can be more powerful than each medium alone!
In conclusion, if you’re a marketer who isn’t doing any printing at all, consider this your wake-up call!