Dominance of digital
media (DM) has led many to believe that print media (PM) will
eventually cease to exist. In reality, PM is only getting better, in
some aspects surpassing DM. Although ebooks are taking the world by
storm, books will never be obsolete. Although brochures, poster,
business cards are becoming digital, they are not always the best
medium to do business. Sure, online digital marketing is fast and
efficient; but print marketing has its perks too, which are not
achievable the digital way.
This blog is all about
the importance and glory of PM in today's dominance of digitization.
We will also consider its shortcomings, whatsoever.
Why Print Media will
Continue to Flourish?
The proliferation of
digital marketing has made it tougher for online marketing strategies
succeed. Whereas, printed materials when sent via mail, gets
dedicated attention. Statistics show that over 70% of consumers
prefer print advertising over online ads. The fact that over 80% of
consumers read mail everyday, only bolsters the efficiency of print
ads. Plus, print marketing has a low cost per impression.
A Survey done by Pitney
Bowes revealed that over 70% of small businesses prefer the
combination of both forms of media for an effective marketing
venture.
Print materials exist
independently without the need of specific electronic devices, power
source and Internet connectivity. Unlike digital media, which are
constricted by display size of the devices, prints can be produced in
any dimension. It has a longer self-life; hence, ads, printed on
paper will continue to reach audiences long after it was initially
produced. Most importantly, it has a pass-along advantage over DM.
Plus, they give a sensory experience because it's tangible, and
welcomes a longer attention span than DM. This gives PM the advantage
to connect audiences emotionally, making it memorable than DM. Today,
QR code (Quick Response Code) is often integrated with PM to
facilitate digital copy production of the same print.
But, PM has its
limitations. For example, they are not as flexible as DM and can't
compete with DM's fast supply chain. It also lacks DM's ability to
analyze the audiences' response and then modify ads in a short
notice. However, this makes PM suitable for business cards,
postcards, brochure and flyer and other business grey literature.
It's worth noting that
digitization has in-fact made print production more efficient.
Businesses can take advantage of online printing services to
get print material at a cost-effective price. It was only possible
because designs can be created digitally and sent halfway across the
world instantly. Digitization has also facilitated the development of
crisp color palette, enabling businesses to avail high-quality color
prints on a wide range of surfaces.
