It’s undeniable that we live in a digital world. Smartphones and computers are ubiquitous, the largest companies in the world are tech-based – you’re reading this blog on some kind of screen. If your business isn’t making use of the incredible technology available to you, then you’re losing out. But, that doesn’t mean there isn’t a place for print anymore.
There are numerous advantages to print marketing, and the best strategies will incorporate a combination of both print and digital marketing. Let’s explore why you shouldn’t forget about print, and what it has to offer you.
Studies show that people retain the information they read physically better than that they read digitally. More than that, people trust it more, and generally prefer reading physical text. This means that when you market in print, the information you include will have a greater impact than if it were to be shared digitally. You also have a greater opportunity to introduce texture and a physicality that carries its own impression on your audience.
This is a clear advantage print media has over digital, and is a strong reason not to discount it. Again, the best strategy is to incorporate both – and that way you can use their strengths together to your advantage.
Reach the Right Audience
There are various, specific, demographics that are less likely to engage with digital media, and are therefore better to reach through print. One obvious one is older people, who are less likely to regularly use a computer or smartphone. While it’s true that a majority of younger people are active online, there will always be some for whom it doesn’t appeal. You may find that your offer has some crossover with them, and therefore need to use physical media to reach them.
Beyond this, some specialist magazines represent a key opportunity to reach specific audiences. From gardens, to motorcycling, purchasing an advertisement in one of these publications gives you a guaranteed in-road into their readership.
When Physical is the Only Way
It’s true that some traditionally physical advertising spaces have recently become digitised, like billboards or posters on the underground. However there are still numerous places where that isn’t the case, and likely never to be. Printed stationery and merchandise are still firmly physical media and remain effective forms of advertising. While a digital t-shirt design would make a big impact, the technology isn’t quite there.
Likewise, physical shop fronts continue to be the norm, and are capable of making a strong impression without becoming digitised. The same is true for vehicle graphics – which is compounded by the fact that printed text is easier to read, marginally boosting legibility when driving at speed.
It’s easy to think physical media has no place in a digital world, but it’s clear that ignoring either will damage your marketing prospects. Instead, you need to recognise where their strengths lie, and use that to inform how to best utilise your campaign.
Need digital or physical marketing for your business? Get in touch with us now, and we’ll be happy to help you out.