In this new world of digital everything, everywhere, and 24/7, it’s difficult to imagine any role would be left for print marketing. Yet Scientific American reported that people prefer to read printed material when they are trying to understand something substantive. What do these findings mean to marketing strategy for your business?
“According to one report, the amount of reading people do tripled from 1980 to the late 2000s, and it’s probably safe to say that trend continues today.” In our cluttered world of words, are any of the messages sinking into our memories for the long-term? Yes, if the information comes from print and no, if it comes only from digital information. Why? When reading online, readers tend to skim rather than focus for comprehension. Therefore, to ensure that your marketing messages have staying power, you will need to include print media in your promotional strategy.
We previously reviewed how print materials could especially help small businesses make their product messages stand out from the crowd. As many small business owners tend to rely on word of mouth advertising, we offered a better long-term solution through the effective use of print media. One technique to include more information about a company or product is using a QR code. These codes can be used to unite a billboard with a mobile reader to your company website or even to order a catalogue. At Tate Design, we believe our clients benefit most from a well-integrated approach to marketing that includes website content, printed promotional campaigns and social media communications.
The current research on what makes messages memorable seems to agree with our approach to the market. One of the most important aspects of including print media in your marketing approach is to build credibility with potential clients. The credibility factor of print over online may be related to the saturation of ads, banners, pop-up videos and more on digital formats that ultimately distract readers. More than just an annoyance, all these ads can work against the believability of the online content. People tend to believe what is stated in print materials over what they see online.
Businesses want to have their brand messages reach their target customers. While digital marketing can easily show products to a wide range of potential customers, it alone may not have enough staying power and credibility to convince them to buy products. Businesses need to take note that print marketing is enjoying a revival and incorporate print to make their messages stand out from the competition.