In today’s marketing world, many businesses are wondering whether print advertising is still worth the investment. After all, more and more people are turning to digital mediums to find products and services, especially with the pervasive use of smartphones, tablets, and laptops. But does that mean print is obsolete?
Not necessarily. Print advertising and other forms of marketing are still effective ways to reach a target audience. Numerous studies have shown that people interact with print media differently than they do with digital forms of information. This difference means that print advertising is still viable for several reasons.
First of all, people tend to slow down and take their time when interacting with print media. They appear to be more relaxed and less hurried. This means that they absorb more information from print media than digital because there are less distractions competing for their attention. People tend to move from screen to screen and from webpage to webpage in a blink of an eye without grasping the content of what they are reading.
The nature of print advertising means that one has to slow down to read it, and more time spent on the printed page means that it will make more of an impression. Print media is tangible, something people can feel and hold in their hands. Interacting with an ad using multiple senses increases its effectiveness, and print media lends itself best to using more than one sense. It can be touched, looked at, and even smelled.
Print media also allows for more creativity. Digital media tends to be one-dimensional whereas print can take a wide variety of forms. Print is not limited to just postcards or magazine advertising but can expand to include business signs, tradeshow displays, business cards, flyers, banners, and wall graphics. These marketing forms can be used to inspire, entertain, and inform, all with the purpose of engaging readers.
Print advertising is more versatile and can be used in a variety of ways. Businesses can also use print media to more effectively target individuals for their marketing campaigns. They can decide what specific locations will receive direct mail and brochures, for example. Print advertising can be better customized to fit the needs and desires of the audience they are trying to reach.
Moreover, more and more people want to unplug and interact with the real world. Some people do not have access to digital mediums of advertising. By neglecting print advertising, businesses are missing out on potential customers. People still react to print, even if that means searching for the business online or looking it up on social media because they received a printed advertisement in the mail.
A well-rounded marketing strategy for a small business is one that incorporates both digital and print forms of advertising. Print advertising increases brand awareness, and the more customers are exposed to a company’s brand, the more they will trust it and recall the business when they are in need of a particular product or service. Print advertising still serves a wide range of purposes in a digital world.