With social media and all the other technological advancements, it's easy to believe that print is dead or slowly fading out. But is print dying or simply evolving? Here are six ways your digital marketing is suffering and why print is making a comeback.
Digital Is Distracting And Reaching Overload
It's true that digital catalogues, brochures and other content can use more engaging tools such as videos, live social media feeds and external links which can make content more interesting for the reader.
But as interesting as it might be, these features might actually be decreasing attention spans. A 2014 study conducted in Philadelphia, USA, found that participants struggled to remember digital content because it was more distracting.
It's not just because there's a lot of content to take in on one screen. It's also because there's just too much digital content overall. We're constantly exposed to digital marketing - from in-app advertising on our smartphones to in-newsfeed adverts. This makes us more adept to tuning them out so it's becoming increasingly difficult for marketers to have their content actually seen by customers.
In contrast, print is simple - in a good way - and very memorable due to a combination of its traditional and tactile attributes.
Print Is A Better Sensory Experience
The truth is, people just like having something to hold. This is supported by various events such as Amazon opening its first physical bookshop in 2015 and Waterstones finally seeing its first rise in sales since the 2008 recession in 2016.
This is one of the biggest drawbacks of digital content - digitally turning pages or using electronic tabs to bookmark pages just isn't as satisfying as a printed product. You might not be able to insert a video into print content, but you can have textured luxury paper, holographic images and pages that change scent or colour when exposed to different lights and temperatures.
A beautifully designed brochure can look so much better and have much more impact on your audience, when printed, than on an iPad screen.
People Are More Likely To Buy Things In Print
The 2014 Philadelphian found that participants had a greater emotional response for print ads than digital. Print ads caused more activity in the parts of the brain that were associated with value and desire. Translation? Print ads are more likely to persuade your customers to buy your products than digital ones.
Not Everything Looks Good In Digital
Digital needs to be optimised for a variety of different devices before it can make a positive impact - for example, will content optimised for mobile look good on a tablet screen? The two devices are different sizes. For starters, the mobile content needs to be bigger and in more manageable reading chunks.
And it's not just that. Certain content, such as luxury brochures, might feature high-res, picturesque scenes in vibrant shades with tiny details that are best showcased in print rather than be reduced to pixels on a screen.
Various stock, such as silk paper, can help your product look even more luxurious - which could be the exact feel your business is after.
Print technology is evolving and the modern LED UV printing technique is a good example. With benefits such as its quick, eco-friendly, ink drying method (UV curing), ability to print a wide range of stock and produce sharp, vivid colours on the page, LED UV printing is quickly becoming a very popular and reliable technique.
Digital Was Once Cheaper, Now Often More Expensive
In the past, it was well-known that going digital was the cheaper option. That was the reason why publications such as the Independent chose to abandon their print roots for digital. But in this technological age, digital publishing is becoming increasingly in demand and more expensive.
This boom in popularity has made cost an issue. Businesses with bigger budgets can afford better designed platforms and features than those with smaller budgets, which leaves the latter struggling to stand out from the competition. So what can you do if you want to be noticed? This leads us to the next and final point...
Print + Digital = The Way Forward
Print and digital both come with their own sets of pros and cons, so the best way to draw on their respective positives and lessen the effects of the negatives is to combine the two. There are few businesses that thrive solely through print or digital marketing.
If you want to see the best results, remember that the two are not mutually exclusive. You can keep your customers engaged with interactive digital content that's regularly updated in the form of eBooks and e-zines while still delighting them with brochures and catalogues they can hold in their hands that showcase your products in the most luxurious way.
For example, you can download our ebook, below, which helps you to put together a winning brochure and you can get in touch to request some luxury print to see first hand.
Want To Know More About Creating A Luxury Brochure?
A strategy that features well-planned digital content alongside well-produced print content can easily set you apart from the 'Retweet and Likes only' crowd.
But there's still so much to consider. For even more tips, download a FREE copy of our luxury brochure guide that'll show you everything from stock and designing to the print techniques.