Is print marketing dead? You’d think so were you to judge simply from various statistics showing how the Internet is continuing to transform communication. However, you need to judge the health of print marketing from much more than this – and a broader analysis suggests that, on the contrary, print marketing remains a formidable form of promotion. Below are several good reasons why.
Reports of print marketing’s death are greatly exaggerated
In September 2014, the market research firm Nielsen revealed its discovery, from its own research, of many indicators that print can remain vital to an effective marketing strategy. Upon looking at 11 key marketing touch points, Nielsen found that, while eight of them were digital, a still sizeable minority – three – were print.
Nielsen also found that a growing number of retailers considered print marketing more crucial than the digital alternative. Indeed, the company found shopper engagement, in all generations, with various forms of print marketing to be much higher than it was with digital. Little wonder that 68% of surveyed retailers declared print critical to their promotional strategy, while a mere 8% indicated the same about digital. Digital won’t entirely take print’s place in the foreseeable future, either…
Digital’s emergence hasn’t meant print’s death
One big reason why digital isn’t poised to replace print soon is that consumers have clearly been embracing digital alongside print. For example, while digital marketing mediums – such as money-saving websites/apps and stores’ social media sites – bettered print for helping customers to decide where to shop, these people continued to more commonly use print for gleaning product information. Print and digital can, therefore, work well in tandem.
We’ve focused a lot here on B2C marketing, but the same general message of print’s continued relevance in the face of digital’s prominence can apply to the world of B2B marketing, too. Last year, research carried out by the Association of Business Information & Media Companies saw 6,700 major players in B2B surveyed about what formats they were weekly using to make business-related buying choices and source information. The results could really open your eyes…
While, of the respondents, 73% unsurprisingly cited websites and 67% specified e-newsletters, a still considerable 45% mentioned print magazines. In fact, this figure grew to 69% when respondents were asked to rate how crucial they considered various media for helping them to learn about new products, suppliers or services. Websites were only slightly ahead here, with a score of 80%.
Use both print and digital, not one or the other
Therefore, it looks like it wouldn’t be wise for your business to completely overlook either print or digital; instead, it should carefully draw upon both in its marketing efforts. There are several techniques for doing this. These include offering, with each direct mail message, a card displaying a promotional code which the customer could then enter on a special page of your company’s website to access exciting, exclusive discounts. Ordering a big batch of advertising cards from our team here at Alpha Card could help you to arrange this.