SEO, SEM and Google Analytics, oh my! We are bombarded with advertisements and marketing everywhere we turn. Social media, television, radio, billboards, blimps—the list goes on and on.
Navigating the digital scene can be tricky, but there’s a low-hanging treat out there that many marketers have overlooked. Amid the frightening emerging digital marketing trends and changing algorithms, many have forgotten about the most memorable form of marketing: print. You may be thinking, “Isn’t print dead?” The answer is a resounding NO, and here are a few reasons why you should brush off the cobwebs from this traditional favorite.
Consumers trust print
According to this survey, U.S. consumers perceive traditional print media to be a more trustworthy and accurate source than its digital counterpart. With misinformation spreading faster than ever, many are fearful to believe what they read online. The digital revolution has created a surplus of information where readers can become easily overwhelmed. Contributing to this trust is the historical journalistic standards associated with it. The survey found that print magazines are rated as the most trusted news source.
Print is memorable
Aside from the fear of fake news and deceptiveness, consumers are more likely to remember print than digital. The monotonous action of scrolling on social media has become routine for many teens and young adults. Flipping a page in a magazine or holding a news pamphlet is exciting and different for everyday technology consumers. A print image is looked at for a longer duration of time; thus, creating a more memorable experience for the reader.
Print has a longer lifespan
Digital ad impressions do not last long and require an ongoing budget. For example, a post on a social media feed lowers as new content is shared. As time goes on, a consumer’s feed is reloaded with unique, timely information. The lower a post is on a feed, the less likely someone is to click it. Digital posts only continue to last if there is a budget that can fuel their presence. A print ad can continue to live in an office, hotel, bedroom, or waiting room for no additional costs. The number of impressions will continue to increase, and this is a huge print marketing advantage.
With digital content surging and numerous outlets for online advertisements, print stands out and can enhance a company’s marketing efforts. Anyone can read an article online, or follow a certain business, but printing a specific piece reinforces a company’s online presence and digital marketing efforts. Distributing a printed article, brochure, or graphic to customers increases the credibility of the message and provides the consumer with a lasting message. Print – we are happy to say – is making a comeback. Maybe consider dressing as a newspaper or a magazine to scare the Gen-Zers at Halloween this year.
