We’ve heard it time and time again. Print is dead. Websites, ebooks, online magazines… Digital Media is the new big thing and soon there’ll be no place for print. Well, that’s not strictly true.
Let’s take a look at the figures
According to research from BIA Kelsey 43% of local retail advertising is still attributed to direct mail, while Pitney Bowes found that 76% of small businesses use both print marketing and digital marketing.
Just a year ago the world decried that books were to become extinct, with ebooks and their digital descendants being the only way to read in the future. However in 2015 it’s predicted that print will represent more than 80% of all book sales revenue worldwide. In the UK print is likely to make up 75% in revenue terms, despite over 30% of adults owning or having access to an eReader, 50% having tablets and smartphone ownership exceeding 70%. Vlogger Zoella’s debut novel – which is of course aimed at her purely digital audience – sold 20 physical copies for every electronic copy.
So no, print isn’t dead.
So what’s the attraction?
When it comes to books a huge factor in the continued love for the printed word is the relationship with the object itself. The art and design, different finishes, smells and even the act of holding it and turning the page. Plus the option of selling it on of course, but most people want that object in their homes. So what about print when it comes to marketing your business?
People still have a relationship with tangible objects, whether it’s a brochure they can sit and flick through or a poster they see on their way to work, printed materials are still a big part of our daily routines and lives.
It’s also been argued that print is more tangible and therefore more credible than its digital counterpart, and the rise of online media actually means there’s less competition for customers’ attention. Something to think about, right?
A little bit of both can go far
The great thing about print media is that it can still be interactive, connecting with digital media through customer engagement. A QR code, for example, means that a poster can be used as part of a wider, online campaign – hook them in with the poster and then give access to a whole host of other information online in an interactive and potentially fun way.
In fact, reaching your audience in this way is often easier than trying to reach them in a purely digital way. Unless you have the budget to invest in a quality Adwords campaign and day-to-day SEO work it can be pretty tricky reaching those ‘cold lead’ clients online. When it comes to print, in particular Direct Mail, getting your name and message in front of the right people quickly can be as simple as a geographically targeted mail-drop.
Once they know who you are and how you can benefit them, sending them from print to your online space means they have the best of both worlds – and so do you!