5 Reasons Print Still Has A Place In The Digital Age

The advent of broadcast and digital marketing undoubtedly had an impact on print marketing, but it certainly did not replace it. The best omni-channel marketing efforts frequently feature a clever fusion of offline and online advertising. According to Top Media Advertising¹, marketing campaigns that combine print and digital ads are 400% more effective!

With this in mind, let’s get to the meat of the matter: Why does print marketing matter for brands trying to stand out in the current digital era? Getharmonic.com has compiled a list of the following benefits that will help you consider incorporating what is incorrectly referred as “old school” marketing into your modern, effective marketing strategy.

1. Memorable

This may have something to do with the fact that according to R.C. Brayshaw², print ads require 21% less cognitive effort to process compared to digital ads. In a society that is obsessed with multi-tasking and lengthy to-do lists, our attention spans and memory skills are not the best. With constant distractions, wandering eyes and minds, it is important to create marketing that will be remembered. And it just so happens to be that print advertising results in higher levels of brand recall than digital advertising — 77% versus 46% to be exact³.

2. Trustworthy

In the same way people seek advice from people they trust, they do business with brands they trust. When compared with the fake ads and scams that reside online, print marketing gains some major brownie points among consumers. Studies have shown 82% of people trust print ads the most when making a purchasing decision⁴. Additionally, 30% of consumers who notice a print ad eventually visit the website of that business⁵. There’s something more authentic and real about print that simply can’t be recreated in digital marketing.

3. Strategic

Every brand puts a lot of time, thought and money into defining their target demographic. So it makes sense that where and how a business markets themselves should reach those who they have identified as potential customers. From billboards to wall graphics to direct mail, print ads can be focused on a specific age group, location, and many other relevant variables.

And thanks to things like QR codes (a great example of digital and traditional marketing working together) it’s easier than ever to track the engagement and effectiveness of a print ad. Speaking of getting people to take action, did you know that print ads generate a 20% higher motivation response than digital ads?².

4. Be Seen

How many times have you deleted an email without opening it? Swiped away a questionable text message? Stayed far away from a pop up ad with big letters saying CLICK HERE! Consumers don’t have the ability to put a billboard or vehicle wrap into their trash folder, which increases the odds of them noticing the ad and, even better, taking action.

In addition to being seen, print marketing gives brands the opportunity to incorporate other senses such as smell, touch and sound. The more elements you are able to strategically integrate, the better your chances are of catching — and keeping — the attention of the consumer.

5. Cost Effective

As a business owner, putting your money to good use is a must. Everyone loves getting more bang for their buck, which is something print marketing (when properly executed) has a reputation of accomplishing. In terms of response rates, print advertising offers a 112% return on investment⁶. This percentage is higher than SMS, email, social media, paid search, and digital display ads.

Let’s not forget about the possibility of getting multiple views and viewers with the same print ad. Viewers will pick up on and even get irritated when receiving the same online ads multiple times. However, passers-by and drivers simply accept window decals, murals, and billboards as a part of their environment, rather than a disruption. Now that’s some attractive ROI potential right there.

As Singapore’s largest paper supplier, OVOL Singapore offers a wide range of paper material from offset to digital small format and large format printing. Beyond paper, we have rigid and flexible material suitable for your indoor and outdoor advertising requirements! Feel free to contact us here to assist you with finding the most suitable media for your marketing project!

1. ^{https://topmediadvertising.co.uk/top-print-advertising-statistics/}
2. ^{https://www.rcbrayshaw.com/how-effective-is-print-and-direct-mail-marketing/}
3. ^{https://www.newsworks.org.uk/research/rametrics/print-vs-digital-advertising/}
4. ^{https://www.marketingsherpa.com/article/chart/channels-customers-trust-most-when-purchasing}
5. ^{https://socalnewsgroup.com/blog/print-advertising-isnt-dead}
6. ^{https://www.marketingcharts.com/advertising-trends/creative-and-formats-224818}