In today’s online world, you could be forgiven for thinking that the death knell for print has been rung. After all, most businesses have moved much of their marketing spend into more web based marketing haven’t they? The fact that you are reading a blog, online, from a printer is indicative of the direction marketing has moved. It can certainly be argued that the web is a much cheaper and more direct proposition to sell your company’s services to a larger amount of people than a printed campaign would, but is it really effective?
Today’s society is bombarded with web based marketing, whether it’s viewed on a work computer or a personal smartphone. It invades our downtime as well as our working lives.
As clever as a digital marketing campaign may appear to be when discussing it in the boardroom, if your e-shot lands with a chunk of similar ones, it may simply be re-directed to the computers’ trash bin!
The more “tech-savvy” we become as consumers, the quicker we have become accustomed to simply siphoning through the bits that don’t interest us and pressing delete.
That’s not to say online marketing doesn’t work at all, because targeted campaigns can be very successful, but even the best results only gauge an initial interest.
Clever and effective marketing needs to include online and offline techniques to really hit the spot.
Recent studies suggest that a new customer will require an average of 12 contacts before being persuaded to buy, and people respond much more positively if those approaches are made across different media platforms.
This is where Print becomes an essential part of the “Marketing Mix”.
People really respond to physical media. The tactile nature of a piece of print is a wonderful thing and to a generation of younger customers that have grown up in the online world, something of a revelation.
A well designed piece of print collateral is instant. There is no scrolling or “linking” to different web pages to get to the detail across, it’s all there, in your hand to gently peruse at your leisure!
Print can also be personalised through clever digital printing techniques to give an even more tangible and emotional piece of marketing collateral.
Targeted online campaigns can certainly identify potential “warm” prospects, but a thoughtfully designed and beautifully printed brochure, can help convert “prospects” into actual customers.
Flyers, newsletters, postcards, stationery and that most basic form of business print, the business card are all crucial elements that help promote your business offline.
In today’s online world, sometimes people need to escape from the constant buzz of electronic media. It may have changed over the last decade but print is not dead, far from it, it’s regenerated and full of energy! Long Live Print.