When was the last time you carried out a print marketing campaign? It’s true that nearly everyone is online. Meet someone who is not online and you’ve found is a very rare breed indeed. Wherever we go, we are connected to the digital world; we have a wealth of information at our fingertips thanks to smartphones. We can keep up to date with current affairs twenty-four hours a day; keep in touch with loved ones that are far away; do our grocery shopping, and read novels literally in the palm of our hand.
There is no doubt that the internet has been extremely beneficial to how we live our lives, especially helping us to stay connected during lockdowns and the pandemic. However, with all this love for the digital age, what does it mean for the old ways? I’m talking about print – paper and ink. Does all this technology mean that the art of printing is dead?
Figures in recent years have shown that our use of printed media has been in decline as we tend to favour its digital counterpart. Statistics have shown that 35% of adults in 2020 were still consuming their information via the likes of newspapers. Although, the majority kept up with the news through TV, radio and the internet. In America, ESPN magazine was the country’s most popular publication – yet in 2019, the company ceased all printed media and made the decision to publish solely online. Surveys were revealing that their readers were viewing mainly viewing the magazine’s content through a device. Soon it became no longer financially viable to continue printing magazines.
As much as this sounds like curtains for the printing world, print is, in fact, still as important today as it has ever been. The global pandemic in 2020, saw many people having to spend more time at home. With that, reading became a popular past-time once again and magazine subscriptions became a favourite – including both digital and printed. With many people having to work from home, printed material gave a much-needed break from staring at a screen.
Print not only gives our eyes a break, but studies have shown that we retain information better from print than from a screen. By being able to touch something, we form a connection and therefore we engage more with the material. Digital media can provide us with more distractions: phone calls, messages, emails, pop up ads – all can take our attention elsewhere. Speaking of emails – research has shown that we are more likely to ignore emails in comparison to mail that has been delivered through the door.
There is a belief that print marketing is more expensive and can be an issue for smaller businesses – this is not necessarily true. Print and digital can be business partners. As brilliant as social media can by allowing you to engage with your demographic directly, it can easily be scrolled over and forgotten – print leaves them something behind, something that you won’t forget so easily: a business card, a leaflet or even a poster.
We have found that, our clients’ customers have responded better to tangible printed goods arriving through their letterbox has been a relief from the brown Amazon boxes and letters from the NHS & Councils! In fact, the engagement rate has been so good, we carried out our own print campaign; delivering cards and gifts to local businesses and offering support over lockdown. The response was better than any other campaign we did for ourselves in 2020 & 2021.
Even though it seems as if the whole world is turning digital – print marketing is not going the way of the Dodo quite yet. Instead, it has evolved into a supportive role. To find out more about print marketing, or hybrid campaigns, get in touch.