The Importance of Print Media in Marketing
We live in a digital age, but also a physical world. Many believe that print media is dead and becoming irrelevant. FALSE! Print media is just as important today as it was years ago, and arguably more so. The resurgence of print media can be vital to solidifying your brand and differentiating yourself from the competition. Keep reading to learn how valuable print is to your small business and the marketing world.
In today’s digital world, the tangibility of print media is becoming more and more invaluable. It is a physical medium that you can feel and hold in your hands. Print media is more “real” to a person than digital media. Texture, embossing, and foiling are all ways to enhance your print media to further engage the physical senses. Different paper types can be used to convey different meanings that aren't as easily translated in the digital world. For example, an embossed business card on linen card stock with gold foil can project a sense of luxury and elegance. Print is also a medium that outlasts its digital counterparts. Catalogs, posters, and brochures can all be passed on from person to person and find a home on your coffee table or in a doctor’s waiting room. Print has an enduring quality that is not duplicated by digital media.
Print is also credible. It carries a sense of legitimacy that digital and social media cannot replicate. The internet is rampant with scams and malware. False news stories abound. You truly can’t trust everything you read on the online. Printed media and advertising, whether in brochures or publications, can be more effective with your audience and help you better establish yourself as a trustworthy, professional brand. There is something more credible about a piece that you can hold and touch, especially when published in an established publication or newspaper.
Print media is readily accessible. Even in today’s digital age, print media can be be produced and marketed to almost any target audience and demographic, including those without access to the internet. Whatever the size of the project or budget, print is a medium that can be customized to meet everyones’ needs, regardless of industry.
Studies show that a consumer will better digest physical text on a print item with better understanding than on a website. Most consumers skim most of the text on web pages in 15 seconds or less. Consumers spend more time interacting with physical media and also have been shown to retain more content gleaned from physical forms rather than the screen. Think out about it. You spend more time reading a magazine or periodical than you do skimming through a website or blog. You want your message to last more than a click and not to end up lost in someone’s feed or junk box.
Lastly, in today’s digital age, print is becoming a great way to differentiate yourself from the competition. While many companies are cutting costs and moving solely to social media and digital advertising, you can give your company an edge by building a print marketing campaign.
Printed marketing materials add to the customer experience in way that cannot be accomplished on the web. Building a professional print media campaign shows your customers you care about presentation and the smallest of details.
Give your customers the total package and an experience that will make an impression.For more ideas on making the most of your print media marketing campaign contact Corporate Graphics of America today at 773-481-2100, by email, or through the Contact Us Form.
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