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Print marketing may be decreasing in popularity but it does not mean it’s dead! In some ways, print media marketing has become more influential than ever before. Digital marketing is necessary and growing tremendously, and it has become the new traditional form of advertising for many companies. However, we refuse to let it be the sole form of marketing when print media is becoming powerful in a new and different way.
Because print has become more non-traditional for many companies, consumers are seeing print differently. The feeling of a simple piece of paper in someone’s hand engages their sense of touch while looking at the print engages their visual senses. Research shows that the more senses you use in a given time, the more likely you’ll remember the experience because different sense activate different parts of the brain. (Or if you want to be even more memorable, maybe even include a scratch and sniff.)
Whether the influence of print media is conscious or subconscious, the engagement of multiple senses will trigger a bigger emotional response and impact. When your audience thinks of your product or service, they will remember what your print looks like more than they would remember a graphic somewhere on the internet or social media.
Additionally, many people find print to be more trustworthy than what they see online. In a world of “fake news” and with anyone being able to post anything on the internet, print media has been proven to be a more trustworthy source of information due to the extensive editing and proofing most print requires. When looking at a piece of print media, many people trust that the information on it is true and accurate. People trust that companies will have the correct phone number or email address on a business card and they trust a brochure to have the most updated information on its given topic.
All this to say, print marketing should not be disqualified because it’s seen as older. But, it shouldn’t be the only source of marketing people use today. We believe that in today’s marketing and advertising industry, striking a balance between print and digital media is extremely important, and that both can work together to build impactful marketing campaigns. They are both influential and growing in their own ways, so let’s use them to create effective marketing campaigns. Need a little help? Give us a call and we’d be more than happy to help you out with all your print and digital marketing needs.
