In the past, print marketing was used to reach a broad audience with a general message. However, with the rise of digital marketing, print marketing should now be used to supplement your digital marketing efforts. For example, if you’re running a paid search campaign, you can use print marketing to target specific areas or demographics your digital campaign might not reach.
The Role of Print in Digital Marketing Campaigns
There is no denying that digital marketing is important. Social media and search engines are used for everything, and everyone is glued to their smartphones. This has caused a shift in how marketers think and work. Marketing budgets have moved from newsletters, print adverts and brochures to influencer advertising, pay-per-click (PPC) and email campaigns.
Social media currently makes up 9.8 per cent of marketing budgets, but by 2024, that figure is expected to be closer to 20. It is clear that the tide is turning, but print marketing still has a valuable place in a marketer’s toolbox, even in today’s digital world.
On the high street, brands are increasingly looking for digital ways of engaging with customers, but some of the most effective strategies are still print-based. Window displays, floor graphics and building wraps are just a few examples of print marketing that can demand our attention.
Even a high-quality print marketing material that looks and feels good can leave a lasting impression compared to an ordinary social media post. Print marketing is still valuable for any marketer, even with smartphones, social media feeds, and search engines.
Why Users Put More Trust in Print Than in Digital
The average user is more distrustful of digital content, thanks to the prevalence of fake news, disinformation, and phishing scams. They will likely not click on something that sounds too good. This is a problem for digital marketers, as it can be difficult to prove authenticity when fake adverts look just as good as real ones. Print marketing, however, has more trust with consumers thanks to its longevity.
Cyber attackers don’t create print material, and no one has ever received a virus or malware from a printed brochure or leaflet. Additionally, print marketing allows businesses to prove their legitimacy through a high-quality product. A massive 82 per cent of users trust print adverts when making a buying decision, which is higher than any other form of advertising.
How Print Grabs More Attention
You must ensure your voice is heard above the noise to stand out from the rest. You need to be strategic about targeting your customers and ensure your message is communicated in a way that will grab their attention and make them want to listen.
A physical leaflet or newsletter is more likely to be noticed than a marketing email. By seeing and holding it, you’re more likely to engage with it and remember it in the future. Research has found that 44 per cent of customers visit a brand’s website after receiving direct mail marketing. Your brand, products and messaging will more likely leave a lasting impression on potential customers when they’ve physically seen it.
Conclusion
Print marketing is still relevant in the digital world, but its role has changed. Nowadays, print marketing is used more as a complement to digital marketing than the main form of marketing. This is because customers are increasingly interacting with digital channels, where most of their attention is focused. However, print marketing can still be effective in certain situations, such as targeting an older demographic or trying to stand out in a crowded digital space.
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