What is Print Media and is it still important?

Despite technology advancing rapidly, print media is still an important aspect of a well-rounded marketing strategy. Several benefits of printed media can’t be achieved via digital channels, making it a powerful tool to enhance digital marketing efforts. This blog explores the continued significance of print media in the digital age, highlighting its unique advantages and its vital role in a robust multi-channel marketing strategy. 

What is Print Media?

Print Media describes a broad range of traditionally printed items used for advertising and communications. Newspapers, posters, postcards, flyers, and brochures are a few examples of printed materials. Print media has always been significant, particularly as a means of communicating information to the general public. 

Physical direct mail campaigns play an important role in advertising and customer communications, with open rates up to 4x higher when compared to email marketing. Tangible printed items feel more reliable, real and powerful, and with modern technology direct mail campaigns are now more targeted than ever. 

Benefits of Using Printed Media:

Print Media vs Digital Media:

It’s very hard to compare print media to digital media directly. The marketing landscape has evolved phenomenally over the last decade, and the two now play very different roles. Both forms of advertising and communications are powerful in their own right, and when used together, they lead to a well-rounded campaign. 

Credibility and Trust:  Print publications are seen to be more reliable since they frequently go through thorough editorial review and fact-checking procedures. Print media is preferred as a source for in-depth news and analysis because it is viewed as having greater authority and accountability, which increases reader confidence. 

The well-documented rise of fake news through online platforms and higher awareness of malicious website links have created barriers in terms of credibility from digital channels. Of course, there are exceptions to this rule – most consumers will trust an official website or digital communication from some brands. This is why brand awareness is increasingly important, ensuring your brand is well-known allows more user confidence through online channels. 

Reach and Accessibility: It’s well known that digital media can reach practically anyone with an internet connection. With precision targeting through channels such as Pay-Per-Click and Social Ads, you have an audience that matches your product or service at your fingertips. 

There is however a demographic of potential customers who aren’t digitally savvy – that’s where print media comes in. The ability to target audiences by location or demographics allows for powerful, tailored communications. The older demographic tends to respond positively to physical direct marketing initiatives, increasing leads and sales via non-digital channels. 

Interactivity and Engagement: Digital marketing content is often seen as interactive and engaging – at least if a brand is doing it well. Through the use of rich content such as videos, animations and interactive content, digital media attracts and retains the interest of potential customers, motivating them to engage with your brand. 

Traditionally, print media delivers a static message, however, savvy marketers are increasingly realising that a combination of print and digital delivery can be used to create highly effective campaigns. The latest generation print technology incorporates elements of data captured through digital channels, allowing for more bespoke printed media campaigns. Likewise, print media often incorporates QR codes or personalised URLs, driving traffic back to your website and leading customers towards immersive digital campaigns.

Sectors combining digital and print media

Many sectors utilise a combination of digital and print strategies to increase engagement in their marketing campaigns. 

Charity sector – Most charities find that utilising online and offline channels are effective ways to capture and retain donators. Building supporters is only one part of the challenge, they have to ensure they retain an interest in their cause. An example of a charity doing this well is Dogs Trust – you don’t just donate, you sponsor a specific dog, before receiving postcards with the dog’s picture and name on, making the whole process feel very personal. This is a great way to engage supporters and tailor your message for maximum impact. 

Finance sector – Banks, wealth management companies, insurance and pension providers often find that print is still the most reliable source for delivering crucial, personal or sensitive information. Whilst they use digital channels such as TV, radio and digital marketing to acquire new customers, they help to improve trust and credibility through printed materials and mailshots. 

Healthcare sector – Clear, honest and effective communications are vital within the healthcare sector. There’s certainly a rise in online healthcare providers, such as digital prescription services, online pet health providers and even digital consultations. This opens up healthcare to a multi-channel approach, where important information is relayed via print, whilst using digital channels to acquire and retain customers. 

Modern print providers are much more switched on to providing eye-catching and engaging print materials, whilst helping customers to source and use consumer data for effectively. This helps to ensure that messages go out through the most suitable channels to the right audience.

Power in partnership: Combining Print and Digital

Despite the rise of digital media, print media remains crucial in our communication landscape. Its tangible presence, trustworthiness, and ability to target specific audiences make it a valuable choice. Print media offers a unique way for businesses to stand out in a crowded digital world, providing a personalised touch that connects deeply with readers. As technology evolves, the coexistence of print and digital media ensures diverse audience preferences are effectively met, supporting a balanced approach to media strategy in today’s world.