The debate about the end of printed materials seems endless. Yet, we still consume catalogs, rely on bold in-store displays, training documents, and technical specifications. Given the current dominance of digital media, it is critical to understand the best places to continue utilizing print. Here is a helpful breakdown of situations in which printed materials are not only relevant, but critical to the course of modern marketing.
How Printed Materials Continue to Impact Marketing Strategy
PRINT IS IDEAL FOR CERTAIN DEMOGRAPHICS
Assessing whether the intended audience is accustomed to receiving print materials is important. As such, discontinuing print materials (like product catalogs) without a transition period can negatively impact sales if a demographic is accustomed to and values the tangible experience of print media. It is up to you to understand the preferences and expectations of the target demographic in order to determine the relevance of print materials for a specific marketing campaign.
START BRIDGING PRINT WITH DIGITAL
Printed materials can be essential in bridging the gap between print and digital. One way to accomplish this is with the use of QR codes. By incorporating QR codes into printed materials, businesses can seamlessly direct customers to their digital platforms, creating a cohesive and integrated experience. At a tradeshow, for example, you might see a QR code on a booth display. You could also find QR codes in a store at a Point of Purchase location. This approach combines the tactile and sensory appeal of print with the interactive and dynamic nature of digital media.
PRINT HAS OUTSTANDING SENSORY APPEAL
Most people are aware that printed materials offer a sensory input that digital platforms cannot replicate. Scrolling through a catalog on a website is simply not the same as perusing through shiny and nice-smelling pages of a small booklet. The physical interaction with print media engages additional senses, such as touch and smell, making the experience more memorable and impactful. In fact, some audiences will hold printed catalogs in higher regard than online versions. The same goes for promotional flyers, business cards and in-store displays.
PRINTED MATERIALS ENHANCE CONSUMER TRUST
Traditional advertising channels, including print, still rank highest in customer trust. Print materials have a unique value and hold the attention of consumers who consider them reliable and worthy of their time. According to LinkedIn, With an expected global growth rate of 4.8 per cent in 2022, traditional print media is still the most trusted source of news and information for many.
PRINT RESULTS IN MORE CUSTOMER ENGAGEMENT
Print media has proven to be effective in terms of response rates and customer engagement. In recent years for instance, direct mail has seen a rise in response rates, with catalog and direct mail combinations experiencing a resurgence. This engagement and prolonged exposure contribute to higher brand recall and a greater likelihood of taking action.
CAPITALIZE ON THE POWER OF PRINT
The reality is that a mix of print and digital strategies is both important, and finding the right balance is crucial for effective marketing. Agencies should recognize the significance of print materials and how they can contribute to successful marketing campaigns. If you’re ready to achieve a balanced mix of print and digital creative strategies that can enhance the effectiveness of your marketing campaigns, contact us today.
Traditional print media: why it’s the most trusted source of news in 2022, LinkedIn.com, March 9, 2022