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Over the last decade, marketing has changed considerably. The world of marketing was forever changed with the introduction of digital marketing, which includes search engine optimisation, content marketing, social media marketing, PPC, affiliate marketing and email marketing. Some believe that the continued growth of digital marketing means that print marketing has an uncertain future or may even be dead altogether. However, this couldn’t be further from the truth. Print marketing is still highly effective today and, in some cases, has advantages over digital marketing. Printed booklets, leaflets, business cards, magazines and other similar marketing materials still have the power to convert readers into customers.
Print marketing is alive and well, contrary to what some may think. It has several benefits that cannot be understated:
Digital ads, either on social media or websites, are often relatively small or situated close to several other ads. On the other hand, print media is usually quite eye-catching, especially if the booklet, leaflet or poster is well-designed. The best way to create printed marketing materials that capture your target audience’s attention, if you do not have the necessary skills to create them yourself, is to hire an experienced graphic designer. They will create print marketing materials that convey your brand message in an aesthetically pleasing, eye-catching format in consultation with you.
Most of us browse the internet daily, and in that time, we are exposed to thousands of different ads. Some, understandably, have come to feel irritated by online adverts as a result. Indeed, many of us sit and wait impatiently to click that ‘skip ad’ button as quickly as we possibly can. Additionally, the rise of online scams has made people wary of what they click on online, as some ads turn out to be phishing scams. One survey found that just under 20 percent of people found social media ads trustworthy, and 30 per cent found website ads trustworthy. In contrast, almost 50 per cent of respondents found print ads trustworthy.
Today, we are all bombarded by marketing emails, social media ads and banner ads on the websites we browse. As a result, we can feel overwhelmed by all the marketing coming our way online. Sometimes, people do want to digest information in a paper format, especially if it’s a topic that interests them. There is something very satisfying about holding a sleek, glossy booklet in hand and digesting the content at a pace that suits you. In addition, a booklet allows you to physically bookmark pages you are interested in, making them easily accessible when you need to revisit the page. Many brands are choosing to have booklets printed online, as there are dozens of excellent booklet printing services offering good prices and fast turnaround times.
One of the main advantages of print marketing over digital marketing is brand recognition. According to one firm, brand recognition is approximately 70 per cent higher among those exposed to print media rather than digital media. Brand recognition means that when they read your print marketing materials, such as booklets, leaflets and posters, it is more likely that they will remember your brand than if they scrolled through your website or saw a social media ad.
Print marketing can increase the efficiency of your marketing budget. But, unfortunately, the cost of digital advertising is increasing. One study found that the cost of advertising on Facebook, for example, has increased by over 30 per cent since 2019, and the cost of advertising on Instagram has risen by over 20 per cent over the same period. As a result, brands looking to advertise their products and services on social media are having to allot larger proportions of their marketing budget to digital marketing. Consequently, a mixture of rising digital advertising costs and reduced return on investment has caused many companies to turn to other forms of advertising, such as direct mail.
A key benefit of booklets, in particular, is their longevity. Brands looking to increase their exposure use booklets to showcase products and services in an aesthetically pleasing way. Additionally, booklets printed on thick, high-quality paper will last a long time, meaning the booklet can be reread time and time without falling to pieces.
There are several print marketing mediums to choose from, and each has its own unique benefits:
Well-designed booklets are a cost-effective way to convey your message to your target audience. Perfect for product catalogues, employee manuals, activity books, reports and event programs, booklets are typically ordered in bulk to reduce costs and can be distributed over an extended period providing the content inside is not time-bound.
Flyers are a great way to promote a new product or service or an upcoming event. A well-designed and properly distributed flyer will quickly communicate your message to persuade customers to attend your event or purchase your product or service. They are affordable, can be turned around quickly, and are easily digestible.
Magazines are an excellent way to target a specific demographic. Often, people will purchase a magazine to read, and then once they’ve read the magazine cover to cover, display them somewhere so others can read it if they wish. Additionally, magazines offer the possibility of pass-on exposure. For example, dozens of people can read one copy of a magazine, depending on its location. Another advantage of magazines is that they have a long life span compared to some other forms of print media.
Distributing catalogues is a great way to increase brand visibility and awareness. Several studies have found that print marketing materials, such as catalogues, are significantly better for brand recall than digital ads. Plus, catalogues have a considerable influence on consumer purchasing decisions. Many who read a catalogue will visit the company’s website, and a smaller proportion will choose to purchase a product.
Ideally, brands should include print and digital media in their marketing strategies—both have their advantages and disadvantages. Digital marketing activities are easy to measure and adjust and generally provide a good return on investment. On the other hand, print marketing is viewed as more trustworthy, is cost-effective and captures audience attention. However, a successful marketing strategy utilises both digital and print marketing techniques. By using both types of marketing, brands can target the right audiences to increase brand awareness, leads and sales.
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