At a time when digital marketing is dominating, some people believe that print marketing has become obsolete. This simply isn’t true. Print is not dead, and it still has a critical role to play in the marketing mix. As the online world becomes more and more oversaturated, print stands out and creates memorable experiences that digital marketing simply cannot replicate.
Really, print is alive and thriving. Marketers can—and should—use print to create tactile, creative and personal experiences that enhance their messaging and brand development. When you have something important to say, here’s why you should say it in print.
The digital world is saturated with content. Blogs, websites, social media posts, ads—all of this digital content can be overwhelming for consumers. The sheer amount of competition combined with short attention spans make it more likely that your digital content will be passed over, deleted or forgotten. Print is different because it lasts.
A print marketing piece is more likely to be kept and referred to again and again. A well-designed business card might be stashed in a wallet or on a desk for months, reminding the consumer of your company every time they see it. A creative package design can be kept for product storage or shown off to others if it makes a strong impression. A brochure or catalog can be kept by the buyer for future reference, making it a valuable and enduring marketing tool. Print also creates a leisurely and less-overwhelming feeling, especially for those whose eyes are strained from screen time. Unlike an ad that refreshes with the page, a card or letter can be put down and returned to later without consumers missing the message.
Print Is Memorable
For multiple reasons, print marketing is often more memorable. Part of this has to do with how our brains are wired. Research by True Impact discovered that direct mail requires 21% less cognitive effort to process than digital media, resulting in faster understanding, higher brand recall and greater motivation responses.
Printing can also leave a lasting impression through differentiation. People are spending so much time glued to their screens, between phones, tablets and TVs. It’s becoming more and more difficult to stand out and break through using digital marketing tactics like email and social media. These digital messages often look the same, and consumers don’t process or pay attention to them as intensely. By contrast, printed materials grab the viewer’s attention right away and help them emotionally connect with and retain the message. Through a tangible medium that consumers can touch, feel and hold, marketers can increase the impact of their messages, so they’re remembered longer.
Print Is Sustainable
One common draw of digital marketing is the lack of resources used to create online messages. However, today’s print marketing is more sustainable than you might think. Many companies are now using sustainable printing practices, including eco-friendly ink, low-energy printers and sustainable paper options. Digital printing is also a mainstream practice and doesn’t require printing a plate. This means it produces significantly less waste than conventional printing methods.
Additionally, print marketing pieces can be recycled, and recycled paper can be used to create new marketing materials. These advancements make print marketing a more environmentally friendly alternative to digital marketing, which requires vast amounts of energy to keep servers running.
Print Engages the Senses
People are more likely to remember and appreciate something that engages many of their senses. Print is the perfect medium to create a sensory experience for the consumer. Consider the smell and touch of the paper, the crisp sound of flipping a page and the visual beauty of the printing quality. Combined, these sensory experiences can evoke emotions in the consumer and create a lasting impression on them.
Marketers have a lot of creative design options when it comes to the senses, as well. Different paper textures—toothy, soft touch, coated or uncoated—can communicate different things. Coatings and printing techniques like foil stamping, die cutting and embossing can add visual and tactile interest. All of these things make your printed pieces feel special and unique. As a result, consumers are more likely to engage with and remember them longer.
Leverage the Power of Print
Despite the popularity of digital marketing, there are so many ways print just can’t be beat. In addition to leaving a lasting impression, improving brand recognition and creating engaging experiences, print can be used in tandem with digital channels for a well-rounded strategy. Use print with QR codes, promotions, personalized offers and more to bridge the gap between the physical and online worlds. Thanks to the power of print, your digital channels can be even more successful!
When it comes to designing and disseminating high-quality print marketing, it’s easiest to turn to the experts. AlphaGraphics Pittsburgh is your local provider of graphic design, branding and printing that stands out and sends the right message.