Print Marketing is Alive and Kicking

7th September 2015

Print Marketing

We’re used to seeing headlines asking whether print marketing is dead. In an increasingly online world where attention spans are decreasing and we consume our information via feeds and timelines, print marketing is often confined to the realms of ‘traditional’ or ‘old fashioned marketing’. But we’re happy to report that not only is print marketing very much alive, it is also thriving.

According to Data Broker 92% of direct mail is opened, 48% of the UK responded to a direct mailing they received last year and 18% of direct mail is kept for coming back to at a later date.

So why is that, despite the naysayers, print marketing continues to flourish?

Tangible and Tactile

In a virtual world where we grapple with pop-up ads, timelines, posts and animated gifs, print marketing is something tangible. It is something that you can hold in your hands, stimulating touch as well as sight and sometimes even scent.

Print Marketing Triggers Sight, Touch and Sometimes Even Scent

Credibility

You can set up a social media channel in minutes but a printed brochure or promotional product requires thought, time and a little creativity. Some online marketing, though this is misleading, is seen to be low cost or free of charge, whereas printed materials have to be paid for. A business that takes the time and expense to create something beautiful and tangible is more likely to be as credible.

Non-Intrusive

When we receive printed materials, whether through the post or through some other distribution channel, we have the option of looking at them straight away or setting them aside until later. This is not always the case with online advertising. When we’re scrolling through our Facebook timeline or looking at Twitter, we’re interrupted frequently with sponsored ads and posts. Print marketing is much less intrusive.

Variety

Print marketing is not just about flyers, leaflets and paper products. It includes a wide variety of promotional products including pens, wristbands, car air fresheners, flags etc. All of these items can be customised with your branding and message. Studies indicate that recipients tend to keep promotional products for a year or longer.

Print Marketing is Not Just About Printed Brochures and Leaflets

Increases Brand Awareness

Printed promotional products increase brand awareness. They carry your company’s branding and message. An online ad can be fleeting and compete with countless other ads but a thoughtful, well-placed promotional product is something that can be used repeatedly, increasing your company’s exposure.

Customised and Personalised

Printed products can be fully customised with your business’ colours, artwork and message. With the rise of variable printing, items can also be personalised at a relatively small cost. This all adds to the perceived value of the products, making them less likely to be discarded or thrown away.

Integrates with Offline Campaigns

With the rise of QR codes and NFC technology, print and online campaigns work well together, increasing engagement and also sales.

So where should we concentrate our marketing efforts? Online or offline? Any good marketer will tell you that it’s all about balance. Online marketing can support offline campaigns and vice versa. Consider all channels and find innovative ways to integrate your online and offline marketing.

[Top Image Source: wavebreakmedia / shutterstock.com]

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>