Print Advertising: Still Alive and Kicking
It’s no secret that many of todays businesses have shifted advertising tactics to digital platforms such as the web, mobile and social media. Cost, convenience and viral potential are a few of the major factors causing media buyers to lean more towards the online mediums. However, the value of holding a physical marketing piece in your hand is still very much ALIVE!
While it is important to vary marketing tactics, it is important for advertisers not to forget the benefits print items still bring to the table. It is a well-known fact that the marketing landscape has experienced some major transformations in the last decade, yet print still plays a vital role in advertising campaigns of any nature. In an age of information tangible collateral provides a much more authentic consumer experience and offers a sense of brand security that can be difficult to convey through digital mediums. Research published by the American Marketing Association states that with the simple act of touch advertising can create greater influence over the purchasing process; consumers are forced to take notice and to recognize the message. Print advertising expresses a strong desire to gain your business through a more in-person interaction. Web ads have a short shelf life, whereas a brochure creates a lasting impression until it is discarded.
One of the biggest advantages of print items is the continued high-level of credibility that is attached to print advertising. A company that has printed materials is usually thought of as a more established business. Though we live in an age of immediacy, business who takes the time to create print materials will garner more respect and appear more reliable. In addition, products and services supported by print materials appear more authentic when considering the prevalence of online threats in the shape of legitimate digital marketing.
While your company may be spending more of its advertising budget on online marketing and advertising tactics, there are still numerous forms of print marketing that are capable of bringing in more business. Posters, package designs, hang-tags, brochures and trade show booths are just a few print items that can build leads. Print can also be used as a supplement to online marketing creating better conversion rates with collateral people can take with them and share.
The future of advertising is focused strongly on the digital, that is hard to refute, but print is still appreciated by many and will always have its place. The best practice is to find the correct balance between print and digital for your brand. Create a marketing strategy that considers all mediums with equal value and utilize every possible outlet at your disposal to reach an optimal target audience.