Marketers are tirelessly working to compete with the frenzy of digital content being put into the world in order to connect with users. They’re developing digital marketing strategies using online advertisements and social media left and right, and it seems that traditional marketing and print may have been left behind.
However, if you think print marketing is dead, think again. In 2017, print marketing is making a resounding comeback. Why? Because in the crowded digital world, print stands out.
Print Is Unique Again
Since print is used less, it grabs more attention. It’s easier to read and navigate because it’s tangible. In fact, many young people report that they prefer to read print media over digital media.
Digital experiences are not always satisfying, as they can be difficult to connect with. In a 2013 interview for Wunderman Thompson, marketer Paul Woolmington shared a sentiment that still holds true today: “We’re hardwired for physical and emotional connection, so the more that we’re removed from them, the more we wish for them.” Print media engages more senses than digital media, making it easier for users to connect with and making it more memorable.
Additionally, print media is often easier to comprehend than digital content. Not only does it provide something tangible to experience, it eliminates the added distractions that often accompany online advertising.
The Most Effective Strategies Include Print and Digital Media
Marketers shouldn’t focus on one medium and forget about the other. In fact, 72% of surveyed consumers say they prefer interacting with integrated campaigns. Print media can be supplemental to digital media, and it should be used as a tool to augment digital marketing efforts and drive website traffic. Print can be a highly effective complement to a digital inbound marketing campaign; when used together, print and digital media engage users on multiple levels and reach more people than either can alone.
Merging Print with Digital Media
As technology continues to advance, it provides marketers with innovative ways to combine print and digital media. Here are three cool examples of companies that are revolutionizing print marketing materials.
Audi
For the launch of the Audi TT, Audi redesigned the conventional sales brochure by adding Bluetooth connectivity and allowing users to preview Audi TT’s virtual cockpit.
Battersea Dogs & Cats Home
Battersea changed the leaflet game by embedding paper-thin RFID tags and implemented the #LookingForYou campaign.
GARAGE Magazine
GARAGE Magazine leveraged social media and created unique Snapchat filters that overlay their magazine covers.
While digital marketing may seem like the best strategy for your next advertising campaign, don’t count out a print approach, as well! For more print marketing and business tips, explore the rest of our blog.
