Someone might try and tell you that print marketing is dead. “What’s the point creating that brochure when you can spend your money on paid search instead?” These people are wrong and you have our permission to ignore them completely. The rise of digital marketing doesn’t spell the end of print; it simply changes the way that print should be used.
How Print Can Complement Your Digital Marketing Campaigns
There’s no denying the importance of digital marketing. Every man and his dog are active on social media and using search engines for pretty much everything. Our society is glued to their smartphones, using them for shopping, streaming, learning, networking - the list goes on.
This has caused a shift in how marketers think and work. Marketing budgets have moved from newsletters, print adverts and brochures to influencer advertising, pay-per-click (PPC) and email campaigns.
Social media currently makes up 9.8% of marketing budgets on average. By 2024, that figure is expected to be closer to 20. It’s clear which way the tide is turning but print marketing still has a valuable place in a marketer’s toolbox, even in today’s digital world.
On the high street, brands are increasingly looking for digital ways of engaging with customers but some of the most effective strategies are still print-based. Think about window displays, floor graphics and building wraps and how they demand our attention.
Even a high-quality print marketing material that both looks and feels good can leave a lasting impression compared to an ordinary social media post.
Even with smartphones, social media feeds and search engines, print marketing is still a valuable weapon for any marketer. Here are a few reasons why:
It’s Tangible and Attention Grabbing
Our social media feeds and inboxes are bursting with different voices demanding our attention. There are so many different ways of targeting a customer online but there are countless others trying to accomplish the same thing.
This means it’s never been easier to get lost in the noise. Just think about how many posts and adverts you’ll scroll past each time you’re browsing social media. Did you really take in their message? How long did you give them before you moved on or clicked that ‘Skip Ad’ button?
A marketing email might end up in the spam folder but a physical leaflet or newsletter? That’s much harder to ignore. Just by seeing and holding it, you’re more likely to engage with it and remember it in the future.
Research has found that 44% of customers visit a brand’s website after receiving direct mail marketing. Your brand, products and messaging are more likely to leave a lasting impression on a potential customer when they’ve physically seen it.
Print is More trusted Than Digital
Fake news, disinformation and phishing scams have made the average user sceptical and wary. If something sounds too good to be true, they’re just not going to click on it. This is a growing problem for digital marketers. How do you prove authenticity when the fake adverts look as good as the real ones?
Thanks to its longevity, print marketing has more trust with consumers. Cyber attackers don’t create print material and no one’s ever received a virus or malware from a printed brochure or leaflet. It’s also an opportunity for you to prove your legitimacy through a high-quality product.
A massive 82 percent of users trust print adverts when making a buying decision, higher than any other form of advertising.
Where’s Your Target Audience?
You can create the most eye-catching and creative social media adverts but if your target audience isn’t going to see them, then what’s the point? You should already have a pretty good idea of your audience’s shopping habits, but it’s worth doing a little more research.
Do they have a smartphone? Are they more likely to trust a brochure or a download? How many hours do they spend a day online on average? The answers to these questions will give you a better idea of where you should focus your marketing efforts.
Not everyone uses the internet or uses it to make buying decisions. There are huge demographics that would much rather receive a physical brochure or leaflet than watch a video.
Create print marketing materials for this section of your target audience and you’ll be reaching outliers that are increasingly being ignored by your competitors. You’ll raise your brand’s profile with potential customers and give your overall results a boost.
Netflix, Airbnb and Wayfair are amongst the digital behemoths adding print to their marketing.
Looking for More Marketing Tips and Techniques?
This blog hopefully convinced you that your next marketing campaign should have a healthy balance of digital and print. That way, you’ll be reaching as many customers as possible and ensuring your message is one that stays long in their memory.
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