We get this question all the time. Is print dead? Is printing still a worthwhile investment? What sort of return on investment does it bring vs. digital marketing? Does a flyer tell your brand story better than, say, Facebook ads?
Well, the answer, of course, depends on your business. Every brand, industry and customer’s needs vary. But in this article, we’re going to take you through the facts about the current state of print (and where it’s going to go in the future).
In 2015, the internet marketing spend overtook print, only slightly, by 0.3%. Yet, the traditional vs. internet marketing debate continues. Traditional marketing (print ads, flyers, posters, booklets, banners, signage and books) still has its place. This, we know for sure.
There’s something special about the tangibility of traditional marketing – something that’s missing in most digital marketing activities. For example, an eBook doesn’t carry as much perceived value as a printed book.
Moving forward, they’re both going to be important. An integrated marketing strategy involves both traditional outlets and digital activities.
The future of print is bright…. but strategic.
Print will continue to be hold its value in a physical customer environment. It’s a target-specific medium and in settings where there’s face-to-face company to brand engagement, like in a store or at an event, print will always be present.
And on those big-ticket sales, print will still be important. The trick is to strike a balance between digital and print to help persuade customers to buy from you. Cybersecurity is also an important point to mention. The idea of evolving print advertising to include features like augmented reality or other digital enhancements will become reality.
We’re going to see print become more vibrant, engaging and tactile – transforming into an immersive experience. It’ll become more cost-effective, too.
A resurgence of the physical.
We’re already starting to see people go back to the physical form, just in a more specific way. While the internet is wonderful, it’s distracting and noisy. Learning and digesting information with a physical means is an entirely different experience – one that we all seem to be yearning for again.
Print books, for example, won’t die. Ever.
Books have physical beauty. They have provenance. They’re nostalgic. And eBooks are not simply a better format. They’re an entirely different experience altogether – and one that can’t completely override the journey a reader takes with the physical form.
What do we suggest? Combine both printing and digital marketing activities into your communications strategy. Get the best of both worlds, so to speak. There will always be a place for print, but there’s no denying the power of the internet. So, how well are you making space for both traditional and digital marketing items?