Print in a Digital Age

new age marketing

Print in a Digital Age

Between 2014 and 2020, roughly 89 per cent of ads will be digital. That is, presented online or broadcast on TV and radio. With only a pie-sized sliver left for print ads, it makes you wonder what the future of that medium will be. The good news is it might not be as grim as we think. Just as demand for books hasn’t plunged in the face of eBooks, the pleasingly tangible nature of print advertisements is propping it up in an otherwise digital world.

Here are some other perks of making print ads in the 21st century.

Print is pleasantly diverse

Print promotions don’t just grace the pages of magazines and newspapers. Billboards, banners, leaflets, pamphlets, brochures: all can be bedecked with a beautiful ad. But even if your flyer wasn’t as well-received as you’d hoped, there are several other methods you can use to promote yourself. Of course, we also realize you have a budget. You do not have to use all of the print avenues discussed to host your ads. Study your demographic to see if two or three will work for you and stand back to see how they perform.

Print is powerful

We’ve all seen those simple but visually potent ads that make us take a second glance. There’s something about being able to touch print media or see it adorn a seven-story building that makes them appear more real and remarkable, which its digital counterpart can’t always achieve. It’s also kind of nifty to know that advertising effectiveness increases when more of our sense perceptions are activated, according to Martin Lindstorm, author of the 2010 book, BRAND Sense.

It can withstand time

Well, more than online advertising, anyway. Even though flyers and pamphlets tend to be tossed out rather quickly, catalogues, banners, and signage are usually kept around for a while (sometimes – in the case of the latter two – to the point of fading in the weather). Moreover, a lot of people flat-out ignore promotions that grace their screens and tablets, to the tune of 82 per cent. Meanwhile, a study by Temple University neuroscientists found people recall print ads more easily than those presented in other mediums.

Print advertising is awesome but it cannot guarantee sales or help increase your customer base on its own. This is why it’s important for companies to build online-print marketing campaigns. Together, this power couple can help you reach your target audience across multiple platforms and give them a more complete sense of what your brand is all about. Here are some ways to pair up your print and online campaigns so they can become profitable and robust.

Go fishing

Well, not literally, but a good way to tell which advertising platforms will suit your current project(s) is by seeing who your target audience is. One way to do that, without using too many resources, is by aiming ads at people through Google AdWords and social media. Their analytics tools will allow you to see just who’s interested in what you have to offer and who isn’t. You will have to put some money behind these campaigns to get desired results, but it doesn’t have to be an enormous amount. Once you’re confident about who your ideal crowd is, you can increase your budget and place ads in print mediums they’re likely to see. The latter is especially important because, according to a survey conducted by Nielson in 2014, 56 per cent of people tend to resort to printed material when making an informed decision about a purchase.

Use CTAs

Prompt people to visit your company’s website and social media pages by referencing them in print ads. Draw the public in with a powerful image or short message that leaves them craving more. You can do this in a few different ways. For instance, you might consider holding a special promotion that requires people to visit your website to participate. Or, you could keep the content in your print piece broad and punchy so people are enticed to visit your online pages for more info. Whatever you choose to do, be deliberate when deciding what you want each platform to do for you.

Have staff to properly manage both formats

Even if they’re united under the same campaign, print and online advertising are different animals. Therefore, it’s important to have a person or team that can effectively manage both sides of the campaign. If one side is weak, you could risk losing customers.

Print media is many things, but it certainly isn’t dead. So don’t give up on using it just yet because its reach can be long-lasting and prompt more CTAs than what you post on social media. By using a variety of advertising mediums to your advantage you can unleash something truly far-reaching and powerful and make your brand stand out in people’s minds more than you can even imagine.

Alexandra Latremouille
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@CTVLondon What a wonderful idea!
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