What’s happening to print in the digital age?

Some may scoff at the use of print in an age where consumers are glued to mobile devices for the majority of their information. The majority of businesses are convinced that a mobile app is the ‘must-have’ element of their marketing strategy, but just as e-readers have not completely done away with the ‘book in your hand’ experience, so to there is a compelling argument for traditional print media in the marketing mix.

1. Print materials benefit from familiarity

Most adult consumers have grown up with print media and that history of interacting with it means that they are more likely to remember the branding and messages they find there. Reading print media in magazines, newspaper or on flyers is something we feel comfortable with and there are many ways to skilfully mix entertainment, education, news and information with the products and services offered by various companies.

2. Print still has the touchy-feely factor

You can browse a magazine, feel the paper and smell it. The interaction with more of the reader’s senses has a greater impact on their memory of what they are seeing, touching and feeling emotionally. Digital products simply can’t deliver that depth of communication. And, print campaigns also deliver a considerable return on investment (ROI) as these figures from Print2day show:

1. Catalogues & flyers 62%
   2. TV 52%
   3. Press 40%
   4. Radio32%
   5. Personalised direct mail 29%
   6. Email 25%
   7. Outdoor 23%
   8. Social media 17%
   9. Online 12%
   10. Telemarketing 4%
2. Print has its own unique benefits

Magazines tend to have dedicated readers with an audience profile that marketers can use to choose the publications most suited to promoting their brand. Other print channels have their benefits: if you want to target people interested in current affairs, then you look at newspapers. Catalogues and direct mail also still have their place.

4. Print is more captivating

For many consumers print media has the advantage of a simple structure. You can read an article to the end without short-form videos popping up to distract you. Similarly, if they are looking at print advertising, it doesn’t make sudden loud noises, or jump from one brand to another. As they look at the page, they can absorb it fully and have the time to retain key words in the text. This often gets lost in digital advertising.

There is a strong case for traditional advertising techniques that primarily use the power of print, are it remains a powerful tool for any brand. Furthermore, print media is easy to implement, cost-effective and will definitely give your business a boost in reach and profitability.

Peppermint offers both graphic design services and print management services. We also work with print suppliers that can produce a range of printed collateral on various materials including paper, wood, steel, PVC and plastic, using various techniques including laser etching, foil blocking, embossing, debossing and more! So now you can give your brand that cutting edge that will set you apart from your competitors and give you creative kudos!