Do we still need print advertising?
Print advertising refers to any physical print product that promotes your business, from leaflets and brochures to posters and press advertising. But with a world of information instantly available at our fingertips, is there still a place for print?
If we think back 20 years, before every desk had a computer and we’d willingly leave the house without a mobile phone, the quickest way to contact a prospective customer was through mainstream media channels. Print advertising played an integral role in this, with an ‘outbound’ strategy of casting out a sales message with the hope of catching the interest of a fairly static target audience.
Today, some might say that digital advertising is all you need. Business owners can use social media freely and easily, and if a customer wants to know something they can check out your website. And while we’re all looking to save waste and live more sustainably, we might think twice before needing a physical copy of something we can easily find online. (Although, consider the carbon impact of quickly outdated tech compared to the paper industry’s carefully managed paper production and reforestation…)
But as modern marketing strategies continue to evolve, so has the customer buying journey become more complex. With easier access to information to base a decision upon, customers are better informed, more cautious, and once happy, arguably more loyal too.
To ensure your customers enjoy the best experience at every touchpoint, the need for print advertising remains. Here’s why:
Printed material gives customers a tangible product to touch, hold and feel. Choices in paper quality and print finish can elevate a simple leaflet into a slice of luxury.
Engagement times with printed material are longer than digital counterparts.
Online campaigns are more successful when reinforced by print advertising.
Printed material stimulates the senses to evoke a stronger emotional response.
Perceived product value is higher in print than digital advertisements
As we all receive less post through our letterboxes, mail on our doormats feels personal than an email in our inbox.
Print advertisements are more memorable than digital advertisements.
Print advertisements have a longer lifespan than digital advertisements that appear briefly on screen.
Print advertising has less ‘noise’ than digital counterparts, as placement and context is easier to control.
People trust print advertisements more than digital, giving your message greater authority
In conclusion, for the time being at least, print advertising retains its value alongside digital activity in a successful marketing strategy; a combined approach to deliver an effective sales message to your ideal customer in print, in person and online.
To strengthen your sales message and identify your target audience, read our articles on ‘Who is your ideal customer?’ and ‘Brand language - how to find your voice’.
Want to know more? Why not keep reading…
