Digital marketing has expanded over the years, increasingly emphasizing clicks, shares, and impressions. While marketing online is the predominant force for reaching audiences today, there is still something to say for print marketing, even in the digital world.
In this blog post, The Blondes will deep dive into why print marketing continues to hold its ground and how to properly leverage it alongside digital strategies.
The enduring appeal of print marketing
We all love classics, do we not? And guess what? A lot of people these days still do. You get a giddy feeling when you see a great piece of physical media, like a beautifully designed business card or poster.
According to a recent study, approximately 10 billion business cards are produced per year. Business cards are not the only notable form of print marketing, however; there are several to consider:
● Brochures
● Flyers
● Posters
● Catalogs
● Postcards
● Magazines
● Newsletters
● Banners
● Signage
● Packaging (e.g., custom boxes, labels)
● Event Invitations
But what is it about print marketing that gives us that nostalgic feeling that also makes businesses seem credible? Let us explore that a little bit more.
Tangible and memorable experiences
Across three separate studies, evidence showed that print ads are effective, even when compared to digital ads.
1. One study used eye-tracking and biometric measures during exposure to advertising, finding stronger encoding and engagement overall on print ads versus digital.
2. Another showed that participants better remember print across content.
3. A third provides even more evidence that there is a memory advantage with print ads, primarily due to superior encoding during early exposure.
In short and simple terms? A message is easier to remember when it comes in the form ofphysical media.
People have a tendency to scroll absently on social media, meaning that ads must be tailored to them and jump out in order to make them tap or click. With physical media, on the other hand,people can hold onto it and rely on it as a reliable point of refence whenever they need to connect with a business.
A fitting example of this is physical restaurant brochures. How many times have you been overwhelmed scrolling through Uber Eats, only to remember the Chinese food menu or pizza coupons stuck to the fridge with a magnet?
There is also something to say about storing a business card in your wallet or pinning a sale brochure to your corkboard. It is just easier to remember when something is physically present in your life, rather than scrolling past an online ad and hoping you remember it out of a sea of dozens. This sets your business apart, giving another win to print marketing.
Still not convinced? Let us look at another example: Luxury brands. These brands often have high-quality, glossy catalogs to emphasize their prestige. Having a physical copy that exudes luxury reinforces your brand's presence in a way no online ad or PDF can replicate.
Disclaimer: This is the point in the post where we need to stress that digital marketing is not lesser or not important. If anything, opting for both physical print and online media is the best option. But we will get more into that later on in the article.
Standing out in a digital world: Mastering the art of print marketing
Social media is oversaturated. There, we said it. That does not mean it is ineffective; it just means your business needs to stand out. Inboxes are inundated with social media notifications and app pings, print marketing simply cuts through the overwhelming noise of online marketing.
This is what makes it such a powerful tool to leverage. Making a well-designed mail piece or witty print ad in a relevant magazine can catch the attention of the population in a way a screen cannot.
If you are curious how direct mail stacks up, Canada Post has some insights. Most Canadians, approximately 92 per cent, read their direct mail, and 88 per cent go on to visit a store or website after receiving it. Direct mail is also one of the most effective ways to prompt action, with postcard marketing outperforming to just 0.12 per cent for digital marketing. In other words, roughly 44 out of 1,000 people respond to postcards, while only 1 out of 1,000 to digital marketing.
In summary, print marketing sets you apart from the competition, which means you can reap the benefits of physical media.
Pairing print with digital: A match made in heaven
Yes, print is powerful. However, when you use print in conjunction with strategic digital marketing, you can really make waves. Curious how the two can effectively work in tandem? No worries, we got you covered:
Driving online engagement
Having print materials can be a wonderful way to enhance your online presence. The great thingabout technology is that it is always advancing; today, you can include QR codes on your print marketing materials that will send your customers to your website or sale page. You can also include personalized URLs or Augmented Reality (AR) elements in your physical print campaigns to help bring both platforms together.
Think back to restaurants for a second: These businesses may send out postcards with a customized QR code that redirects them to a menu or online reservation page, making things modern and convenient for potential customers.
According to the latest QR code statistics report from QR TIGER QR Code Generator, an impressive 41.77 million scans were recorded worldwide across all channels. Those are some staggering numbers to consider, especially if you are an emerging business.
Enhancing retargeting efforts
When you have a print campaign, you have a solid touchpoint when it comes to multi-channel marketing. Yes, having an online presence is great. But, as mentioned, ongoing scrolling and mindless content absorption mean your ads and marketing materials can get lost in the rabble.
However, receiving a postcard or flyer, consumers may be privier to your online ads because of their physical recognition. This is a literal win-win tactic.
The psychological impact of print versus digital
According to UCLA.EDU, research shows that just touching an object results in a stronger perceived sense of ownership. This connection can make your prospective consumers feel closer to your business, and as though their purchase already has a deeper meaning.
This means physically holding a piece of marketing material can make prospective buyers feel closer to your business, earning increased feelings of trust and connection. Making this important bond early on ensures a greater chance that you will have a repeat buyer who always comes back. Besides, marketing material is like having swag: a physical piece of material your consumers can hold onto and reference back to.
Perceived value and credibility
Having physical print materials suggests you have placed a certain degree of investment into your business. Yes, online ads also require a budget, but having a physical piece of marketing material gives off the impression that you have truly created something special for your customer. That means someone who has put in the money required to establish a loyal customer base. When people feel like they are getting something out of a transaction, they are going to feel more comfortable and justified in parting with their hard-earned money.
Of course, business is about money, but not exclusively; it is also about building a reputation and ensuring your customers receive a great product and service. After all, many people are in the business of making others happy, all while still having the skill to make a profit. This means the business-consumer relationship is advantageous for both parties.
Maintaining a longer lifespan
Remember how we talked about scrolling? Digital ads are quick to disappear, but print materials are almost like business fossils. They stick around, and, if made well, can last a long time. How many times have you seen old hairstyle magazines held up in the barbershop for months or even years?
Or a well-laminated business card could linger in your wallet until you find it at the perfect time. This is the boon of print marketing.
The thing with physical media is that it can do something that digital ads cannt: linger. Lingering often gets a bad rap, but having a piece of digital marketing material, even if it is just lying around, is always going to be an opportunity for someone to remember you.
The creative possibilities of print
Digital media can be beautiful, we will never suggest otherwise. But there’s another thing people love: a physical, tangible piece of well-crafted artwork. Print marketing gives you the opportunity to create something meaningful that people could never possibly forget. Regardless of your taste or style, print businesses and graphic designers can create stunning digital media that will ensure no one forgets about you.
An additional perk is that you can utilize recycled materials for all your print marketing materials, lowering your carbon footprint.
Design that delivers what you need
The Blondes is a branding and design studio specializing in crafting high-quality designs that captivate and inspire your customers to choose your business. We are a creative team of professionals who can make memorable marketing solutions that are specifically tailored to help businesses of all sizes build meaningful connections with their consumers.
Consider a few questions before we end:
1) Is your brand identity distinctive, or is it forgettable?
2) Have you consistently and effectively engaged your audience?
3) Do you have the means to stand out from your competition?
If any of these questions have piqued your interest, The Blondes can help elevate your brand! Contact us today.
