While more and more brands invest more in producing online ads and digital content, print marketing seems to lose its relevance. However, research reveals that print marketing continues to remain effective, even outshining other forms of marketing.
The main reason lies in our brains. The research findings highlight how our brains absorb and memorize paper-based ads more than screens. Moreover, combining digital and print marketing can result in a more significant result in driving sales and expanding brand awareness.
If you want to know more, we've carefully assembled reasons why this paper-based approach remains pertinent to your business in the present and beyond. Let's dive right in!
What is Print Marketing, and How is it still Relevant?
Print marketing refers to using physical printed materials to promote a product, service, or brand to a target audience. It involves creating tangible materials like brochures, flyers, posters, business cards, direct mail, magazines, and newspapers to convey information.
Printed materials also help businesses establish brand identity and engage potential customers more effectively. However, print marketing may be less relevant in an increasingly digital world where social media and online marketing strategies dominate.
However, it continues to hold its ground for several reasons. Here are some advantages of print media for marketing.
Offer tangibility: Physical print materials provide an experience that digital marketing cannot replicate. People can hold, feel, and interact with printed items, leaving a lasting impression.
Provide credibility and trust: Printed materials convey a sense of legitimacy and trustworthiness, primarily when online content is often associated with spam or scams. A professionally designed printed piece can establish credibility and build trust with potential customers.
Targeted reach and less competition: Print marketing allows for localized and targeted distribution by tailoring print materials to specific demographics, neighborhoods, or events. The print landscape has become less crowded as many businesses focus on digital marketing.
Offer longevity and brand identity: Print materials tend to stick around longer—for example, people keep magazines, brochures, or catalogs for future reference. Moreover, A well-designed logo, color scheme, and typography on printed materials reinforce your brand identity.
Why Your Business Needs Print Marketing
Print media serves as a bridge that dismantles communication barriers between you and your dedicated customers. It allows you to stay creative and convey your marketing values profoundly.
Image Source: MarketingSherpa
In fact, a report highlights that 56% of consumers place greater trust in print marketing compared to other advertising methods. Here are six reasons your business needs print marketing.
#1. Generates Better Information Retention
Print materials allow people to read slower and more focused. This propensity enables them to grasp and retain information more effectively than digital content.
Moreover, print materials create a physical presence that engages multiple senses, resulting in better information retention. When people interact with printed content, they often spend more time absorbing the information.
The experience of feeling the texture of paper and visually processing the content helps in forming stronger cognitive connections. As a result, the information presented in print marketing materials tends to be retained more effectively compared to digital content that is easily scrolled past.
#2. Access to Untapped Target Audience
Print marketing enables businesses to reach audiences that might not be as active or receptive in digital spaces. For example, you can distribute flyers, brochures, or magazines in specific locations or through targeted direct mail campaigns.
This strategy helps businesses to tap into specific demographics that prefer or have limited exposure to online content. The offline approach is especially effective for local businesses aiming to connect with nearby communities that might not be fully engaged online.
#3. Complements Digital Marketing Efforts
While you invest in digital marketing content, print marketing can serve as a powerful complementary tool. Integrating print materials with digital strategies creates a seamless and comprehensive customer experience.
Web-to-print technology or print-on-demand software provides a perfect synergy between these two realms. For example, including QR codes or unique URLs in print ads allows readers to access online content for further engagement easily.
This bridge between the physical and digital realms enhances customer interaction and offers multiple touchpoints. Your business can effectively reinforce its messaging. You can also expand brand awareness by reaching audiences who prefer different communication channels.
#4. Enhances Customer Trust
The tangible nature of printed materials helps bolster customer trust. Customers who receive eye-catching and professionally crafted print materials tend to associate the brand with authenticity and credibility.
The physical presence of these materials fosters a sense of reliability and permanence. In turn, it enhances the trustworthiness of the brand or business behind them.
On the contrary, online interactions can sometimes be met with skepticism due to concerns about online scams or fake advertisements. That's when print marketing materials can be more beneficial.
#5. Elevates Your Brand's Visibility
While digital content and online ads can help boost your brand presence on search engines, print marketing materials improve your brand's visibility in physical spaces. Moreover, if you’re working in an industry that really needs visuals to attract customers like fashion, vacation rentals, also food and beverages.
Eye-catching posters, banners, signage, and other print materials can capture the attention of passersby and event attendees. These materials can be strategically placed in high-traffic areas to ensure your brand garners maximum exposure.
The visual impact of print materials in real-world environments allows your brand to stand out and make a memorable impression on a broader audience. The strategy is precious when you target local markets.
#6. Provides a Competitive Advantage
In digital advertising domination, print marketing offers a distinct advantage. The physicality of print materials creates a tangible connection between the brand and the audience. Your business can foster a deeper emotional engagement that online ads often struggle to achieve.
Well-designed print materials can set them apart from competitors focusing solely on digital strategies. Moreover, you can deliver marketing messages concisely and compellingly.
This competitive edge is particularly essential when targeting audiences that appreciate authenticity and a more personal touch.
Takeaway
Your business shouldn't overlook the tangible nature of print materials. Print materials can be marketing tools worth investing in with their ability to engage multiple senses, foster genuine connections, and leave lasting impressions.
Besides, print marketing can complement your efforts in the digital realm so you can cater to broader audiences. While other businesses may focus on digital marketing, you can get competitive advantages with print marketing materials.
