Although much of the conversation regarding print marketing has revolved around the argument of whether or not the industry is dying, there has not been enough information regarding the value that print can add to an advertising strategy. Simply put, there are plenty of things that print can do which digital cannot, including reaching certain types of consumers, touching upon the preferences of existing clientele and broadening the scope of the brand footprint.
When print is completely avoided and passed over strategically, the company is likely putting itself in a more contrived and confined position, which is often the worst place to be when trying to actually expand out as a competitive company. Sure, there are certain businesses around today that print will not be feasible or effective for, but that type of insight will only be accurate and available when decision-makers have at least considered the merits of investing in these types of marketing strategies.
The firms that are most creative, bold and intelligent tend to be the most successful in driving brand loyalty, conversions and financial performance improvements over time, and this demands a little out-of-the-box thinking from time to time. The real advantages of a well-thought-out print marketing pursuit can significantly impact the corporate bottom line in a positive way, especially when the business has committed to defying conventions and making a traditional medium more modernized.
Content marketing in print
Since its rise to widespread adoption, content marketing has almost always been discussed in a digital venue, with companies posting blogs, articles, research studies and more on their websites to attract information-hungry consumers. Although some companies will benefit from maintaining a wholly digital framework in the content advertising arena, many will be able to drive the effectiveness of these strategies through complementing the Internet publications with print documents.
The Content Marketing Institute listed several reasons why print still has a wealth of value in a content marketing strategy, affirming first that print is no longer fading out and more companies are beginning to recognize the potential for a resurgent landscape. According to the news provider, businesses will not want to take flippant or lackadaisical approaches to their print-based content management strategy, instead working to have a modern appeal through this medium that echoes the brand voice spoken on the Internet.
The source explained that some of the unique advantages of print content marketing compared to digital strategies is that the firm will not need to spend as much on audience development, might be able to enhance customer engagement and retention more so and deliver more relevant and valuable information to their clientele. The Content Marketing Institute cited a quote from one publisher who believed that the Internet is an exceptional medium through which consumers can ask question, but printed content helps give those individuals the right questions to ask.
Furthermore, the source noted that a wealth of consumers appear to be trying to 'unplug' and not be quite as constantly reliant upon digital technologies, and print will offer them the ability to do so while still keeping up with the times. In what was likely the most extreme assertion, the news provider argued that print is becoming fresh for the first time in a while, and the world might actually be heading toward another 'golden age' of print.
Takeaways for 2015
If your business has not been using any form of print for its marketing communications or other strategies, 2015 might be the right time to begin assessing the intelligence of this decision. The world is changing rapidly, and although digital mediums have been among the most rapidly growing channels out there – especially in marketing – the next big trend is most certainly right around the corner, and getting a head start on the relevant strategies can help boost the competitive edge in the years ahead.
It is well worth the investment to at least research the merits of print marketing pursuits, especially those that would complement the more robust digital initiatives that are already pushing forward into the new year. Regardless of which products and services your business might offer, you can likely find some potential in the print arena.