How print has managed to survive in the digital era
The digital boom has seen a few magazines slowly transitioning into digital, while many businesses have looked to online advertising and television to boost product sales.
In an era where we crave the instant gratification available in the digital world, the big question is: is print experiencing a slow death? Thankfully not, because even in a digitised world, print has managed to find a way to survive.
Don’t believe us? Science and stats can prove it
Media experts have shown that print acquires a higher ROI in campaigns than television. In fact, Unilever has reported a 42% ROI for print campaigns compared to television. The reason for this is that digital advertising needs to be sharp and fast and have an immediate effect on the reader. However, if you advertise in print (magazines and flyers), you allow your readers a more long-lasting engagement. Scientifically, it is easier to process direct mail. Canadian neuromarketing firm, TrueImpact, conducted a study comparing the effects of paper marketing with digital marketing, and the results were remarkable:
“Direct mail requires 21% less cognitive effort to process than digital media, suggesting that print is both easier to understand and more memorable. Post-exposure memory tests validated what the cognitive load test revealed about direct mail’s memory encoding capabilities. When asked to cite the brand (company name) of an advertisement they had just seen, the recall was 70% higher among participants who were exposed to a direct mail piece (75%) than a digital ad (44%).”
Why is print still relevant?
These days, businesses have websites, apps and a heavy social media presence to engage with customers, but print offers other benefits:
- It engages more of your senses and can make information more memorable.
- Print pushes you to consider how well your visual design translates across different media.
- Tests your ability to engage your audience without falling back on a digital crutch. When there aren’t animations or clickable components available to hold viewers’ attention, how appealing is your design?
- You are provided with a tangible way to build credibility with your target audience. By consistently displaying your logo, you convey that you are serious about your business, which builds brand awareness in your community.
- Print makes you more personable. It reminds people that you are the face behind your business, especially if you include a picture of yourself or a short handwritten note on your print promotions.
How you can leverage print for your business
Print advertising can help you personally connect with clients. When your favourite store delivers a printed catalogue to your door, you feel pretty valued and part of something.
You can also reach a wider audience with posters and flyers that can be dispersed in public spaces. Printing is also an affordable option as launching an online campaign can be pricey and time-consuming. Not only is the printing process affordable, so to is distributing your advertising material.
Another example of print’s relevance? You can take a book to a book signing of your favourite author. Unfortunately, it is unlikely that they’ll sign your Kindle.
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