Tons of people have moved into digital marketing and advertising online, which I believe is where they need to be moving. However, that doesn’t mean that traditional printed marketing is dead, by any stretch of the imagination.
While printed newspapers are becoming irrelevant, since the information is readily available online, websites have taken the place of brochures and paid online ads and social media posts have taken the place of printed flyers, many might think that printed advertising has bit the dust entirely.
Not necessarily. Print marketing is still important to many businesses, especially local venues. The advantages of such advertising include building credibility, better branding, and easier navigation.
In a post on ClearPrintBlog they outline the advantages to this medium:
1. Build Credibility
Using the aforementioned example of certain publications moving to an online-only strategy, it’s important to remember why this really happens. In reality, the business is probably struggling and can no longer afford the costs of printing content. As such, it shifts from a traditional publication to a purely online experience, losing much of its credibility in the process. Although the written word online is undoubtedly essential in this day and age, printed media presents a much greater feeling of legitimacy. After all, almost anyone these days can design a website in a matter of minutes, but not everyone has the skills or funds to design and pay for a professionally presented flyer or brochure. To many people, even in the predominantly digital age, there is still no substitute for a physical, tangible item.
2. Better Branding
Every successful business has a unique identity that people come to recognize. This identity is your branding, your company’s distinct personality, represented by everything from the colors you use to the style of the content you publish. Of course, digital content provides ample branding opportunities, but there’s no better way to truly bring your brand to life than by having printed marketing content as well. As a local business, you’ll want to build long-term trust and increase customers in your local area, and by distributing printed marketing content in your region, you’ll be in a better position to show your local community that you’re in touch with their needs and desires. Since branding is all about giving your business a personality, printed media is great for actually making your brand more real and personable.
3. Easier Navigation
Reading content on a monitor is a very different experience to reading printed content, and it’s often one that leads to eyestrain and discomfort after a time. The far more natural experience that involves turning pages is something that no online experience can ever replace. Without the constant glare of artificial lighting and pixels in front of you, print is also much better for looking at more complicated and in-depth content. Printed content also encourages more in-depth reading rather than simply skimming through an article to pick up the most important points quickly, while probably missing something in the process. Ultimately, the tactile, lasting and tangible experience that printed media offers a much more natural and memorable one that people are more likely to connect with. While the above is by no means intended to lessen the importance of digital content, it is meant to briefly illustrate just how important printed media still is and will continue to be. Printed content gives you more credibility by helping to give your brand a more professional and enduring image. After all, there’s a lot of junk on the Internet created by people hoping to make a quick buck in return for very little work. The reality is that printing costs have come down a lot. You can now print very high quality when printing low quantities. It just wasn’t cost effective years ago but technology has improved immensely and if you choose an online printer that doesn’t have a brick and mortar overhead it makes printing very affordable. Meanwhile, the cost of online marketing keeps getting higher every day.
Clearly, print marketing is not going away just yet, so don’t forget that aspect of your marketing plans when planning your advertising budget.
And, also don’t forget that our creative agency does more than just online marketing and websites. We got our start in print marketing, long before we become online marketing experts.
Nora Kramer is a website professional and online marketing consultant with over two decades of experience in graphic design, website development and company branding. She also has a passion for photography and writing. Nora received the Charlie Award (1st Place) in 2002 for "Best Magazine Feature Article of the Year" from the Florida Magazine Association.