Once upon a time, print marketing was the only game in town. Flyers, banners, posters, business cards, and ads in newspapers were essentially your sole options for getting the word out about your business.
Then the Internet happened.
And with the advent of company websites, email lists, and social media, everything changed. In the last few decades, marketing has switched almost entirely to a digital platform.
So does this mean that print media is a thing of the past? Not even close. In fact, there are many reasons for why it is important to incorporate print advertising into your content marketing strategy.
1. It hangs around.
Emails can be archived and never seen again with just one click. Top-of-the-page banners and side-of-the-screen ads are instinctively ignored. But a brightly-colored brochure with engaging pictures or a fun and unique business card is something you might not immediately throw in the recycling.
To the contrary, you might put it on the fridge or keep the business card in your wallet. In other words, print media hands around, and that’s what you want a good marketing strategy to do.
2. It’s already “printed.”
Much of marketing involves coupons and discount codes that must be printed to be redeemed. This is a pain for a lot of people, which is why most skip this step and never engage in that type of marketing.
On the other hand, coupons and discount codes that have already been printed and mailed or handed out are much more likely to be used. Furthermore, even though some coupons can be redeemed by showing a barcode on your phone, most people find even this cumbersome. Taking a coupon out of your purse, though? That’s easy.
3. People trust it.
Finally, remember that most people today remember the old ways of marketing. They remember looking for jobs in the newspaper and clipping coupons from magazines. They remember handing out business cards at mixers. This makes these marketing strategies trusted. People have confidence in print marketing because they remember using it to great effect once upon a time.
Digital marketing still offers numerous advantages that print marketing will never rival. But what we should recognize is that current and potential clients and customers will often respond positively to print media tactics in ways that they wouldn’t if you just shot them a mass email every week. Try implementing print media into your marketing strategy and see what it can do for you.