Is Print Still Valued in Our Digital World?

    In our
    digital age it’s not uncommon to find marketing campaigns swamped with digital methods.
    This includes a most sectors, including construction. But the question is… does
    print marketing have its place or is it really its way out? Let’s explore the
    subject some more with this insightful discussion piece produced by UK
    event signage company, Where The Trade Buys.

    Marketing strategies swamped with digital solutions

    Many campaigns today are lost without digital. With more
    consumers than ever before spending time on the internet, businesses would be foolish
    not to get involved with online marketing.

    Search engine marketing is one area of advertising that
    companies are becoming more involved with. As the name suggests, this side of
    digital marketing focuses on driving a business’ site to the top of the search
    results around relevant target phrases — from corporate keywords like ‘event signage’ to more fashion-focused targets like
    ‘dresses’. As a result, this can increase brand exposure and site traffic while
    improving sales figures.

    Social media marketing is another area of business activity
    that wasn’t popular a few years back. From paid adverts to viral campaigns, the
    digital world has opened up many doors for small and medium companies in
    particular — exposing themselves to an audience that may not have known they
    existed and in turn, generating mass interest.

    The digital world has made room for businesses to begin
    analysing their audience, allowing them to gain a greater insight to their
    general behaviour and spending patterns. From tracking analytics, whether this
    is across social media platforms or the main website, marketing managers are
    able to identify key areas of interest and create campaigns around this to drive

    There are many methods businesses can follow to hook an
    online audience and stay ahead of their competitors. Through a combination of
    search engine and social media marketing, many brands are beginning to run
    competitions and deals that are only exclusive to an online following. These
    low-cost campaigns will benefit from extensive reach.

    Print is still a credible marketing method… fact!

    Although more businesses are beginning to take their focuses
    online, they shouldn’t neglect the power of print and the opportunities that
    can come off the back of it. Print very much has a place in modern advertising
    as it can offer a personal touch unlike no other and generally has a longer
    life cycle which is always beneficial for the exposure of your brand. Take
    printed leaflets for example, once they have been posted through the door,
    whoever picks them up will have to acknowledge your materials!

    As well as door-to-door print advertising, business
    merchandise has not taken a backseat since the sprout in popularity of online
    promotions. Brand image has never been more important for businesses and
    shouldn’t be ignored — as a result, more companies are making investments in
    personalised products that represent what they stand for. Whether this is to
    help them externally, with the likes of outdoor banners, or internally for your
    office with the likes of customised calendars.

    Although printed goods can often be higher in price, they
    can drive exceptional ROI to your campaign and create a memorable experience
    for the receiver which should be a core focus for your print campaign. This can
    be achieved through eye-catching designs and a choice of luxury materials which
    will lead to a meaningful engagement.

    Where print meets digital: the way forward?

    Although online and offline advertising are
    two entirely separate entities, they can work well together, and some brands
    are already utilising such methods.

    Take QR codes for example, more
    businesses are trying to audiences in the real world to their online solutions.
    As QR codes are unique and can entice people to be more inquisitive, they can
    drive immense traffic to online campaigns when printed on banners. Through this
    method of advertising, marketing departments can track success and gather data
    on users when they’re interacting with the code. With the data collected from
    campaigns like this, businesses can record contact information (such as email
    addresses) if users decide they want to opt-in.

    When looking closer to news publications,
    many of them still offer printed versions of their product — blurring the line
    between print and digital. With an understanding of the influence they have
    online, they’ve been able to merge two channels together and to distribute
    stories to a wider audience.  

    Near field communication is another area
    that should be further looked into when it comes to the relationship between
    online and offline platforms. Essentially, near field communication is a type
    of technology that has the ability to connect two smart devices — often with
    the help of a print medium. For example, a section of a poster can be tapped
    with a mobile phone which will then take the user to the ecommerce site for a specific

    Digital giants are employing print marketing

    Online hospitality marketplace, Airbnb has made huge waves
    in the way that we now book our holidays. Predominantly a digital business with
    its own website and downloadable app, the company decided to launch its own
    magazine for registered hosts (those who advertise their property) which is
    around 18,000 people. This magazine included personal stories of hosts and
    their accommodation, encouraging interaction with the digital business through
    print. Although the magazine production has been put on hold since, it’s a good
    example of how an online business can promote its services elsewhere.

    Remember those iconic Coca Cola bottles that had labels with
    your name on? The printed labels for the Share A Coke campaign allowed the
    drink manufacturer to become more personal with its customers and as a result,
    buyers then shared their bottles on social media which made it an integrated campaign.

    As we can see, digital and print both play huge parts in the
    marketing of a business. But often, they can be most successful when they’re
    brought together.