In a world where technology is constantly evolving and digital marketing is becoming more prevalent, it's easy to assume that traditional marketing methods, such as print, are becoming obsolete. But the truth is, print is far from dead in 2023. In fact, it's quite the opposite.
Recent studies have shown that print advertisem*nts have a stronger impact on consumers than their digital counterparts. A 2021 study by ThinksNewsBrands found that consumers perceive print advertisem*nts as higher-quality and with a more professional appearance, that is seen to leave a longer lasting impact on consumers. This is because, unlike digital ads that are easily ignored or forgotten, print is tangible, tactile and its physicality creates stronger emotional responses from customers
In addition, print readers tend to spend more time with a publication, leading to higher recall rates and better response rates to offers, and depending on the print item, they will often refer back to it when they need something - or when they see it again and it prompts them.
Print marketing also offers unique opportunities that the digital space can't provide, such as the personal interaction (such as in the exchange of business cards), social interaction (the ability to flip through a catalogue with someone over coffee), capturing attention of passers by (like when signage is changed giving a different feel in a retail environment), attractive packaging - and Packvertising (an emerging element of the marketing mix that sees branding, advertising and loyalty campaigns included with delivered items).
But print on its own is definitely not the way to go. It's 2023 and in this constantly changing environment, one thing is clear - and that is, whether we love it or hate it, technology is closely integrated in each of our lives, another thing that is clear from our spending habits is that we love to touch things.
This human love of tactile (print), with human need for knowing everything now (technology) opens enormous opportunities for savvy marketers. According to Top Media Advertising, marketing campaigns that combine print and digital advertising are more effective by 400% than digital marketing alone.
So, it's important to utilise this knowledge and incorporate new and innovative strategies into your print marketing. This may include: incorporating QR codes linked to more in depth product information or a video showcasing your store or business; automated print marketing campaigns triggered through customers' online interactions or sales history; custom vouchers with delivery that customers can redeem online or in-store. The options are as wide as your imagination and it is possible that the most imaginative just may win.
In 2023, those who uncover the many clever ways of incorporating print in their marketing mix across the board, bringing tactile experiences and providing an interactive pathway from offline to online, and online to instore or events … where there is more offline… will see the greatest growth in brand recognition and recall, and if done right, a translation into sales.
So, how can you use print to your advantage this year?
