Marketers Should Utilize Print Media
In just a few short decades, digital media has completely taken the world by storm. You’d be hard-pressed to find someone who does not consume media digitally, whether it be on their smartphone, desktop, laptop, or tablet. As of April 2020, over 4.5 billion people were actively using the internet. 4.2 billion were unique mobile internet users. The way people interact with media has drastically changed. While the internet has taken center stage, television is still widely used by millions. However, it seems that print media continues to be pushed more and more into obscurity. Its place in advertising appears to be in danger, as digital marketing continues to grow in importance. Many marketers and consumers alike may be asking themselves whether print media is still vital.
It’s a valid question to ask, especially if you are a business looking to market yourself to a broader audience. Digital marketing has firmly established itself as arguably the most vital way of marketing your brand and attracting new consumers. However, even though most consumers are online, that does not mean that print media should not have a place in your marketing strategy. While its impact and importance have waned considerably over the years, print media is still a vital part of all marketing campaigns. Pair it with digital advertising campaigns, and print media can help your brand grow and reach new audiences, both in the digital realm and in reality.
As a premier digital advertising agency, Tech Critic understands the importance of implementing all types of marketing into your campaign. We know that this is the best way to ensure that the correct audience sees your brand. Print media still plays a vital role in this process.
What is Print Media?
Print media has been a vital part of advertising for hundreds of years, or at least ever since the invention of the printing press. Print media is a type of advertising that comes in the form of physical media. This media is often printed, such as magazines, newspapers, flyers, posters, and billboards. The goal of print media is to reach a broader audience with the potential of creating new leads and winning new customers.
As we continue into the digital age, more people begin to question the effectiveness of using print media. After all, the newspaper industry diminished by roughly $4.5 billion between 2011 and 2018. Such a steep decline in under a decade is enough to give marketers pause. Furthermore, many marketers prefer digital advertising because they can create more focused ads, targeting consumers that are more likely to make a purchase. Marketers are even able to track and measure the performance of these ads, something that you cannot do with print media.
However, just because print media has fallen from prominence in the world of advertising does not mean it is no longer vital to your marketing campaign.
Print is Not Dead
People have been advertising the death of print media for what seems like decades. When television first gained popularity, and again, when the internet and social media exploded, countless groups were ready to say goodbye to the old ways of marketing. However, even though we do live in a digital realm, print is far from dead.
To stand out in a competitive environment, marketers have to craft an effective and efficient strategy of driving customers towards making a purchase or engaging with your business in some way. Print media can play an integral role in these strategies.
Print media still holds immense value among many consumers. According to MarketingProfs, 92% of 18-23-year-olds find reading print much easier than reading digital content. Furthermore, direct mail marketing has a response rate that is 37% higher than email. The same research also found that consumers trust print ads 34% more than they trust search engine ads.
Not only do people still enjoy traditional media, but their brains also find them much easier to comprehend and read. When reading print media, your brain has a 70% higher recall of the content you read. So, if you are a marketer, that means your audience will remember more about your business and what you offer from a physical ad instead of digital. Additionally, your brain requires 21% less cognitive effort to process print media, as opposed to digital media.
Digital advertising is here to stay. No one will argue that fact. However, all savvy marketers understand how vital traditional media is to your marketing campaign.
Who Does Traditional Media Reach?
You should never give up on print media. Its role in your advertising campaigns is still a vital one. As you can see from the stats above, its response rate alone proves its efficiency. Part of that is because ads in traditional media often have a longer shelf life. When a consumer sees an ad online, it’s often for a split second. If you didn’t draw them in at that moment, you’ve likely lost them. However, with print media, these ads, postcards, or flyers stay in one physical spot for much longer. Newspapers and magazines can be found in homes, doctor’s offices, and other public spaces across the country. They are seen by more people over an extended period, meaning they have a greater chance of having a higher ROI.
When people think of magazines and newspapers, they often think that only older generations are reading them. However, that couldn’t be further from the truth. While Baby Boomers read an average of 9.2 magazines a month, Gen Xers read 9.1 while Millennials read 8.9. As you can see, traditional media still holds value to many younger generations.
Pairing Print Media with Digital Media
In this digital age, digital advertising takes center stage in most marketing campaigns. However, marketers must not underestimate the power of print media. While you should not funnel all your marketing budget into traditional media, you should allocate a portion of it. After all, print media provides another revenue stream, increases brand awareness and loyalty, helps your business stand out in a world of oversaturation, and establishes trust.
In your initial strategizing phase, you have to determine who your target audience is and where you are more likely to reach them. Once you have figured that out, you can begin creating your campaign. Over the years, print media has evolved from providing a large amount of information to presenting engaging and captivating images. You can use traditional media as a promotional tool for your digital presence. While print may lead to a conversion itself, it is a useful tool in creating more traffic to your site.
The goal for most marketers should be to integrate both digital and print advertising into their marketing campaigns. Print provides your audience with an offline experience that feels more authentic, while digital leads to conversions and sales.
While Tech Critic is a premier digital advertising agency, we understand the importance and efficiency of print media. We know that no marketing campaign is complete without utilizing traditional media in some form or another, whether in a newspaper, in a magazine, or on a billboard. By pairing traditional media with digital media, you put your brand in a position to succeed. If you are interested in putting your business in front of the right audience, contact Tech Critic.