There’s no denying that the internet has forever rocked the advertising world as we know it. Marketing budgets have shifted to greater emphasize digital online marketing, but smart marketers continue to include print in their media mix. There’s just something about the tactile nature of print - the feel of the paper, the smell of the ink, the beauty of the fonts, the story told by custom photos as you flip the pages, and the weight of an actual thing in your hands - that can’t be replicated in digital form. Plus, printed materials have much longer lifespans. That's a fact!
Digital doesn't dilly dally
Flying by our screens in the blink of an eye, the lifespan of a typical post on social media is mere moments. Email marketing generally only “hits” on the day and perhaps the day after it’s sent – giving it a lifespan of moments? But a magazine, a book, a catalog, or brochure can be read, shared, bookmarked and re-read many times. Even the right direct mail piece will linger for a few weeks until acted upon or discarded.
It’s no wonder retail brands like Restoration Hardware, Pottery Barn, Crate and Barrel, Sharper Image and Northern Tool (to name a few) are spending heavily on printing and mailing beautifully designed catalogs. Their marketing team knows that a printed catalog will generate sales – potentially for weeks or months.
Printing prevails
Print, as in years past, is becoming a more vital component within marketing campaigns. Sharp-minded marketers are making use of special effects (i.e, foil stamping, spot varnishes, die-cuts) to accentuate and enhance their pieces, making them unique, memorable and more likely to be picked up and/or shared.
While digital has its advantages, print is seeing a mild resurgence among savvy marketers. Millennials may be tiring of the digital onslaught or perhaps they’re simply discovering the immersive and expressive nature of ink on paper. Why? Because recipients are responding to it. It is a physical object and, indeed, you CAN take it with you!
Bonus: Print is more affordable than it has ever been before with new technologies and applications being developed daily to keep your cost per piece to a minimum! Our A+ advice to you is DON'T stop the presses!
