The launch of the iPhone in 2008 could have spelt the end for unique print literature.
Indeed, it did look as though it might, with print advertising gurus such as Samir Husni citing the five years following (and their accompanying digital innovations) as a troubling time for the print industry.
Yet print advertising is still going strong, delivering returns on investment (ROI) of 120% — higher than any other media channel. Here, we look at the advantages print design offers in an increasingly digital world.
We’ve relied on print for generations. It’s a relationship that adds a sense of legitimacy to this advertising channel. Print is tangible and trustworthy; special offers and information can’t be lost with one errant click and a fleeting interest won’t risk opening the floodgates to 15 different types of malware.
The recall rates for print adverts far exceed those of digital, and this level of exposure offers additional benefits to boutique businesses looking to build memorable brands. Well-chosen copy, arresting colour schemes and unique offers all leave a lasting impression in print.
Millennial reliance on mobile media is widely accepted and has, in part, driven the popularity of digital marketing. While eMarketer reports that 36% of millennials consider digital ads more effective than print, a significant proportion (28%) consider unique print literature to be just as efficient.
Most tellingly, marketers themselves rate the effectiveness of Twitter and Facebook at 50% and 30%, respectively. By contrast, full-page ads are noticed 71% of the time and as much as 96% of that audience engage with (i.e. read) the advert content.
As more and more brands rely on digital advertising, social media feeds, websites and search results are becoming bloated with paid adverts and pop-ups.
In direct contrast, today’s print market offers significantly less competition than it did ten years ago, with the added advantage of potentially lower advertising fees and the same high ROI.
Print in the digital world
With a dashboard full of engagement metrics, it’s easy to assess the ROI for digital campaigns. Indeed, many marketers rely on these key performance indicators to justify their digital spend.
Traditional print campaigns don’t generate data with the same level of accuracy, but when you integrate your print campaign with the digital world, you solve that problem. Interactive features such as QR codes, free downloads and shortened social media links not only increase engagement, they also provide information on demographics and audience behaviour.
A smart strategy capitalizes on all these advantages pairing unique print literature with digital media to deliver cross-channel campaigns that drive engagement and maximize ROI. (Of course, your particular strategy must be appropriate to your audience and must evolve for continual optimal impact.) Even in today’s digital world, print design can still play a vital role in successful advertising campaigns.