These are a few claims that have been buzzing around the industry in the past few years, especially since the rise of the Internet and social media.
While these claims hold some validity, they are not an absolute. In other words, not everything is dead. It is just that the face has changed.
Let’s begin with print.
It is true that many businesses have migrated their marketing efforts to the web. Not only is online marketing cost effective, but also it is convenient and has the potential for large exposure. This does not negate the fact, however, that print still has some advantages over digital efforts.
- Credibility. Print communicates credibility. There is something about print that gives a sense of legitimacy. The amount of popups and banner ads we consume on the web can be overwhelming. Not to mention the fear of data hacking, spam and viruses is enough to make people weary of clicking.
- Brand Management. Print is great for solidifying brand identity. Advertisements should have a consistent aesthetic in terms of fonts, colors and types of images to establish brand recognition.
- Target Marketing. While the Internet can provide great exposure and reach for advertisements, the efforts may not have a positive ROI. How do you know that your advertisements are reaching your target consumer? Print allows for placing ads in specialty magazines that effectively reach niche audiences.
- Tangibility. A print piece is a physical thing. Magazines and newspapers can stay in house or offices for months or years, while Internet ads can disappear into cyber space instantaneously. Additionally, remember that not everyone is a digital consumer. It is no question that most journalistic publications have migrated to an online platform. But there is still a chunk of the population that prefers to have a newspaper tangibly in their hands.
So, despite what some people may be saying, print is not dead. It is just the way print is used is changing.
As a business owner, how do you know how to leverage print in a digital-heavy marketplace? Baker Creative can help. Call us today at 614-836-3845 to get started.
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