Is print a dead form of media? This question has been asked constantly since the Internet took over the world of marketing. Many companies have migrated their physical advertising efforts to digital because of cost effectiveness and potential exposure. However, printed material lends credence and solidity to a business’s image.
Print is tangible
Printed advertisements, such as posters, mail pieces, and ads in newspapers magazines etc., are real and can be physically seen and touched. Unlike Internet advertisements that are subject to disappear or be replaced with the latest, greatest product without warning, once something is printed it remains a constant reminder of the business’ message. For most consumers, the ability to physically hold information from a business lends credence to the company. After all, Internet advertising is cheap and can be done by anyone, anywhere. Print advertisement costs money which many people equate with a company’s quality and success.
More branding opportunities
There are many different types of print. Print ads can be on paper, cardboard, magazines, T-shirts, and other products and apparel. Companies who utilize print and promotional products in their marketing strategies may keep their brand image in front of clients even when they’re not at their computer. For instance, many companies give away ink pens with their logo clearly displayed in the hopes that customers will use them elsewhere. This essentially creates a tiny billboard anywhere the customer uses that specific promotional product.
Print is taken more seriously
Despite worldwide reliance on the Internet for information, many people tend to trust printed materials over those simply published online.
Print can reach with the Internet cannot
While it may sound completely out-of-line with current beliefs about the widespread availability of the Internet, print advertisement can reach places that even the web can’t. For instance, a large number of senior citizens are wary of the Internet and trust their good old-fashioned printed newspapers for information. Many mountain cabins and chalets rely on print advertisements to let their guests know about local attractions and dining options since Internet connections can be nonexistent away from the city. Business cards, rack cards, and brochures are quick and easy to grab and do not require lengthy downloads and are free of annoying pop-up advertisements.
Bridging the gap
Bridging the gap between print media and online presence isn’t that difficult. The recent invention of the QR (Quick Response) Code allows consumers to simply take a picture of the print ad and bring up additional interactive information on their compatible device.
Most business owners are best served by marketing their business under as many channels as possible. Finding the right balance between print and digital media is different for each business and is based on the demographics of their target customer and budget considerations.