Five Reasons Why Our Old Friend Print Is Not Dead

Is promoting your brand via print a dying marketing tool??

If only I had a dollar for every time I'm asked that question. There is a lot of hype around the web and social media's ability to drive sales. But smart marketers should consider there particular niche and potential customers carefully before ditching traditional forms of advertising such as print.?

Digital media in all of its varieties has certainly become a handy set of tools to add to your marketing arsenal. Who out there hasn't used social media whether it's email, search engine marketing, blogs, wikis, mobile marketing, podcasting, mobile apps or videos... and the list goes on.?

So where does our old friend print fare against the new kids on the block?

Although the Australian audience has embraced social media, how a brand can improve it's ROI by using online promotion is still a moving feast. So with this in mind, we think print can still offer a dependable result and should be used to compliment any online activity.

Here are six reasons not to ditch print just yet:

A well designed and clever printed piece delivered to the home can still make an emotional connection to your brand. A decline in printed advertising to households means opportunity for you.



It gives customers something tangible - browsing a printed piece versus browsing a website is a totally different experience. The Web is generally used for searching while a print piece is great for reading and absorbing.



You'd want to get your message to all prospects right? Not everyone has access to, or uses, the Internet. Those with limited access, or no access to the Internet, tend to be older but not necessarily less affluent. A mail piece can still work for you there. ?



marketing.educationeasy.net Email marketing campaigns can be totally let down by spam filters. Even though marketing.educationeasy.net email marketing is less expensive than print, a proportion of your efforts can end up in the receivers spam box. Recommended practices can improve the odds, but in reality it can be a trial to prevent your messages from being blocked. Use a printed mail piece and at least the recipient will see it.



We read online text at a 25% slower rate than text on paper ie we process print information better. There is no doubt that media choice affects attention patterns when it comes to reading text. Print is preferable if the marketing message you want to impart requires detailed explanation, or is of an educational or technical nature.

There is no doubt digital marketing is growing but if you want a dependable friend in your brand promoting arsenal then print should not be under estimated.

If You`d like to learn more about marketing tactics please feel free to visit creativebrew.com.au creativebrew.com.au

Peter J Engelhardt is the founder of the highly respected marketing & design company Creative Brew. With over 20 years of branding experience Peter is now motivated by the exciting potential that new and social media has brought to the world of communications. His passion is embracing this technology to find new and better ways to help clients with their marketing challenges. He companies focus is based on merging traditional marketing practices with the emerging new media tools.