In recent years, print marketing has seen a considerable drop in demand and we are now very much used to taking in most of our content digitally. This is no surprise when you think about how many hours the average adult spends looking at a screen (on average 6 hours and 25 minutes a day).
Since the pandemic hit there has been an even bigger shift towards digital marketing as a result of shops, offices, and entertainment venues being shut down as well as the apprehensions of cross-contamination when the virus was at its zenith. With this considered, many magazines and newspapers are permanently making the move over to digital.
For this reason, many people will consider print media as being no longer relevant and a soon-to-be thing of the past. We couldn’t disagree more…we firmly believe print marketing is still very much relevant, perhaps more than ever!
What is Print Marketing?
This term refers to all forms of physically printed marketing materials. Some examples of this are:
- Promotional flyers
- Newspaper adverts
- Magazine adverts
- Direct mail – letters and postcards
Print marketing has existed for centuries. The advancement of printing technologies resulted in more and more companies being able to yield printed assets as a section of their marketing strategies.
Why your Business Should be Using Print Marketing
How many of you use ad-blocking software or know someone who does? It’s pretty much a fact that people trust print adverts more. Consumers are hyper-aware of the online advertising content they consume, particularly if it is an unknown site or company.
One of the biggest reasons for consumers having greater trust in digital print ads is there is no fear of getting a virus, receiving spam, or your personal details being passed onto third-party companies.
For many people, digital print advertising is like a breath of fresh air and mixing it up from the stream of irrelevant adverts on your computer or social media feed. We are constantly bombarded with ads when interacting with our digital devices and sometimes a print advert is exactly what’s needed to grab the attention of the consumer – less intrusive and pressured.
This is when print becomes relevant and a great marketing tool. Due to the decrease in demand for print marketing, we don’t receive nearly as much “junk mail” through our doors, so when we do, we often look at what it is.
Jumping on this opportunity and creating an eyecatching and professional piece of advertising print means the consumer is more likely to remember the content.
Why Print and Digital Go Hand in Hand
Digital printing will perfectly compliment your online digital strategy and you may not have even thought about it. Do some testing – when you plan to set up your next online campaign, send out a physical mailer a few days later to users who haven’t engaged and observe if this boosts your statistics.
Forget gifs and other flashy animations. Turn to high-quality paper, top-spec imagery and graphics, and high-level content. It’s likely that holding your business contact info literally in their hands, rather than seeing it on a screen will encourage them to take action.
It is also true that you are more likely to hit a wider demographic when running online and digital printing campaigns together and grow your customer base this way.
Choosing the Right Company
Choosing a reputable company with experience is a great place to start. Take a look at their reviews and the type of print work they have carried out for previous clients and this will give you a good idea of whether you would like to work with them. With over 40+ years of experience in the industry, Trilogy Print is an expert when it comes to digital prints in London.