With the advent of social media and other online marketing tools, there is a growing belief among marketers that print advertising has become extinct.
However, print advertising is still very much alive and it’s still one of the best ways to reach customers. In fact, the only reason that online marketing has picked up steam is ostensibly because of its low cost factor. In terms of effectiveness, print printing is still your best option.
Here are a few reasons why print marketing is still one of the most powerful marketing tools today.
Print Advertising Uses a Tangible Platform
Unlike online marketing where marketing is confined to the screen, print marketing is tangible and creates a more intimate connection with your customer. A flyer, for instance, is something that your customers can keep in their pockets and retrieve whenever they need.
In addition, by touching and looking at the design of the flyer, your customers can gauge the quality of your marketing material and will instinctively correlate the quality of the flyer with your brand. If you took the time to create a high quality flyer design, your customers will be more inclined to believe that your brand is high quality as well. This makes print advertising extremely effective as a persuasive tool.
With print marketing, it is easy target a particular niche and demographic. It is also more effective when it comes to selling locally, especially when it comes to services. A real estate agent will probably have more success locally with print than any other media since he won’t have to deal with the same level of competition.
Breaks the Monotony of Digital Media
Over the past decade, we have been bombarded with digital media. So much so that there has been a recent resurgence of print media. Many people are now reverting back to print as a source of information, which makes it a great opportunity for print marketing. Furthermore, many people have developed a blind spot to digital ads, especially when unsolicited, and see them as a nuisance, therefore defeating their purpose.
Print Media Sticks
One aspect of print media is that it doesn’t change. The flyer you printed a few weeks ago remains the same today and tomorrow. This a big plus for marketers considering that effective marketing relies on repetition of the same idea until it sticks with your audience.
The psychological impact of seeing the same thing over and over is one of the core principles of effective marketing and branding. Online marketing keeps changing and doesn’t have the same effect on potential customers. This is also what creates loyal customers.
As an advertiser, your main objective is ultimately to attract as many customers for your product. Focusing on only one channel of advertising is a bad idea. As much as you explore online marketing, you should never dismiss the power of print advertising, instead evaluate how you could incorporate it as part of your branding and marketing strategy.