In today’s socially-aware society, environmental issues are being placed at the forefront of news agenda. With attempts being made to tackle issues of pollution and waste, where does this leave the future of print marketing?
Both digital and print methods are effective in their own right but to which one is most desirable is a debatable topic.
The Enduring Power of Printed Marketing Materials
Print has numerous benefits. It’s a physical form of communication that creates a tangible experience, establishing more direct connections to the consumer. With junk mail becoming a dying trend, as we discussed in a previous blog about the power of old-skool marketing, re-evaluating print can be a more effective method of marketing because it stands out now.
You probably find that you receive very little direct mail through these days and as a result, the bits you do get, you tend to pay more attention to. Therefore, this makes for more engaging communication in comparison to attempting to make noise on information-saturated online platforms.
Brochures are Tactile
Having physical marketing assets in your sales toolbox such as brochures, case studies, business cards etc. tend to be well received by people as they enjoy the experience of engaging with print materials. Print material often ingrains more successfully into customers’ memory, making them more likely to make a purchase in the future. They might even keep a brochure and even write notes on it. Print stimulates the senses in a more powerful way than digital, targeting both touch and smell to manufacture a more rounded sensual experience.
Another pro is the fact that for the customer, they know that there is no risk that any intrusive pop-ups or ads will appear in an attempt push more stuff at them. This ensures complete attention is being directed towards your marketing piece, thus guaranteeing better engagement.
Isolating information in print can be much more impactful and something that is near impossible to achieve in digital spaces. Even better, information in print form can be seen as more legitimate and credible than online, because of the fear of ‘fake news’ these days.
Whilst digital advertising can more successfully target those belonging to younger age demographics, print mediums are better at targeting those who may not regularly access the internet or those who don’t have social media at all.
On the other hand, the environmental impact of print must be noted. It is pretty obvious that commercial printing requires a lot of paper. However, this could be tackled by using paper made from recycled materials to eliminate the amount of generated waste. Ensuring that print materials are recyclable is a crucial for responsible marketing practices.
Digital, audience segmentation and ‘laser’ targeting
There are numerous advantages to digital marketing and arguably the biggest benefit is the cost-effectiveness of utilising online spaces and its measurability. Digital advertising can be a relatively cheap way of engaging with customers and raising brand awareness. It is also a lot easier to reach a huge portion of people instantaneously including your target market. On top of this, posts that have gone live can be edited further down the line if any changes arise or you have further insight.