For quite some time, marketers have been claiming that print is dead, now that digital advertising is the medium of choice. Nonetheless, many argue that print in the marketing industry isn’t dying, it’s just changing its role. We argue that for maximum impact, a forward looking business should utilise both print and digital to reach a wide audience.
Print and digital marketing are often pegged against one another. But what if they weren’t in competition, and worked cohesively instead?
One of the main issues is that businesses are now spoilt when it comes to measuring ROI. The digital revolution has given us the power to measure everything. PPC ads and other forms of online marketing are fairly easy to measure in terms of effectiveness. When it comes to print advertising, there is virtually no way to measure how many people saw or reacted to the advertisement.
However, print branding and marketing offers so much more than one-off advertisements. From product brochures to business cards, offering something tactile to potential clients can actually be a competitor advantage.
Digital messages and print messages can be interpreted completely differently, even if they are identical. The key ingredient in both mediums is quality content and eye catching design.
Digital and Print Branding – Working in Harmony
Since digital advertising overtook traditional advertising, consumers are now saturated with digital messages. Most people receive multiple marketing newsletters a day and see hundreds of ads on websites. The truth is, web users are starting to switch off – so how do you grab the attention of the audience?
It is certainly a difficult task when you’re competing against millions of businesses worldwide. Some marketers have noticed that print is now actually becoming a luxury, valued by top brands and customers alike. With attention spans decreasing, sometimes a well-designed flyer or brochure can get the message across better than through a screen.
We believe that print and digital harmony can work together to deliver the business message. Why limit yourself to one medium and miss out on a wider audience? Some consumers will react better to digital, while others might not have access to the internet.
If you do choose to utilise print and digital branding together, it’s important to choose a designer who is experienced in both mediums. They both require different skills and knowledge, but digital and print copy should correspond and send a clear brand message. From the logo on the business card to the website home page, the branding needs to be consistent.
Here at Regency Creative we don’t believe print is dead at all, and those businesses willing to invest in it are becoming exclusive.