Exploring print marketing’s power in a digital world
Marketers are increasingly aware of this widely shared sentiment among consumers. Digital channels alone are no longer enough for planning targeted marketing campaigns. Print marketing is able to stimulate the critically-important emotional engagement between a brand and its target audience, which is why marketers need to mobilise print in a complementary role alongside digital.
If trust is the key to making a connection with the consumer, then print is well placed to make an impact. According to MarketingSherpa (2), print features prominently among the five most trusted advertising channels:
Online pop-ups featured at the bottom of the poll.
It’s clear why people are undergoing a ‘digital detox’ and reacquainting themselves with print. The consumption of digital content is often marred by notification alerts, open tabs, invasive ads and hyperlinks that lead you away from the page you are trying to read. Print instead aids concentration and increases information absorption, a detail too crucial for brand owners to ignore during the campaign planning phase.
A stark separation between print and digital would be a mistake, as there is so much that can be achieved by combining their strengths
However, a stark separation between print and digital would also be a mistake, as there is so much that can be achieved by combining their strengths. Marketers understand that, as long as it is done within the parameters and regulations set by the industry, capturing customers’ personal data is essential to instantly address them with content tailored precisely to their profile.
By combining the personalisation capabilities of digital with print’s power to rebuild trust, as well as stimulate deeper and more focused engagement with content, marketers are able to create innovative promotional campaigns that target specific demographics.
In light of this argument it becomes clear how big an opportunity lies ahead for marketers. Print has been a constant in promotional campaigns since the earliest days of marketing. Meanwhile digital has emerged, disrupted and matured into a powerful communication channel in a very short space of time.
Innovative concepts such as Programmatic Print enable marketers to combine the advantages of print and digital to achieve something special. By harnessing data to create more customer-centric experiences in printed direct mail, brochures, catalogues and customer magazines, brands are in a position to deliver marketing assets that achieve new levels of engagement and, crucially, amplify response.