Is print dead?
For several years, we’ve been told that print is dead. Everywhere you look, there seems to be another article informing us that it’s outdated, out of touch and superseded by modern technology and digital advertising.
As one of the North West’s leading printers, with almost 150 years’ experience under our belt, the team at Galloways are getting rather tired of hearing the same old line – and we very much beg to differ.
We believe that the print industry is more powerful and effective than ever before – and we’ve rounded up our top reasons as to why it is very much alive and kicking.
Digital marketing complements – not replaces -print marketing
Successful marketeers understand that the key to effective communications is utilising the entire marketing mix. Too many view the digital vs print conversation as a battle of the disciplines, with only one winner – but this simply doesn’t have to be the case. Mixed media is the way forward and print has a huge opportunity to work alongside digital, with one a perfect complement to the other.
Whether it’s a brochure to supplement online advertising, or a flyer with a QR code linking to further information, print can lead the way in a myriad of advertising opportunities.
Taking this one step further, incorporating Augmented Reality into printed products really can bring marketing campaigns to life and bring the two worlds together – exciting stuff that we are thrilled to be seeing more and more of.
Print is a sensory experience
Humans are a tactile species. We like to touch, feel, handle – and in these terms, print will always be key to the marketing mix due the way that it engages and evokes the senses. The textures, the smells, the colour palettes – you just can’t replicate this online.
Print spark audience action
A great piece of print forces a reaction – and in turn, an action, from its audience. According to the latest DMA Direct Mail Response Rate Report, the average response rate for direct mail is 9% for house lists and 5% for prospect lists. Compare that with email hovering around 0.12% and you can see why direct mail is still a popular marketing channel for businesses who are looking to grow their brands.
Print is difficult to ignore
Let’s admit it. How many of us have lost a few hours on Facebook – but don’t have a clue what we’ve read? Hands up if you’ve got hundreds of unopened emails in your inbox?
Digital media certainly plays a key role in modern marketing – however, there’s also an argument that people can become blinded to the amount of digital advertising they’re bombarded with on a daily basis. They simply stop noticing it.
Print, however, grabs their attention; it’s unexpected, it’s different, and when executed effectively, it can both surprise and delight them.
Print adapts to it’s audience
Print is still considered an essential means of communication and clients are becoming more considered in their print approach to ensure it sits in line with the wider marketing strategy. Bespoke pieces are where it’s at. People are busy and the wow factor is required to grab their attention. More bespoke, made to measure projects fully engage the client whatever the project medium.
So, there you have it. The printing industry is far from dead and buried, and when it’s combined with the right marketing mix – it absolutely rocks.
There is, quite simply, nowhere else we’d rather be.