The Case for Print Marketing

If someone states that “Print is dead!”, do you find yourself nodding along? The Internet’s rise has shoved print more and more to the sidelines, branding it as “irrelevant” or “outdated”. However, as the digital world becomes more saturated and consumers become more exasperated, I’m here to make the case that print and direct mail marketing is far from obsolete.?Let’s dive in to find out how you can harness the power of print in the digital age.

Shifting Powers: The Rise of the Internet and the “Death of Print”

There’s no arguing that the rise of the Internet changed print’s prevalence in our lives. Not only how we get our information changed (from empty bookstores to loaded e-readers, flimsy business cards to robust LinkedIn profiles, junk mail-filled mailboxes to bursting inboxes), but also who we trust for our information. For example–according to a 2022 study from the Pew Research Center, approximately 30% of U.S. adults get their news from social media as opposed to traditional news outlets.?

So, if consumers are all-in with digital why should you spend time revitalizing your print campaigns?

Growing Doubts With Digital

Simply put, people are both weary and leary with what is delivered online. rIn the relatively short span of the last two decades, consumers have found themselves bombarded by a deluge of questionable information. The traditional checks and balances of print have given way to easy access.?

Think about it for a moment. How often do you scroll through your inbox, bombarded with emails that you never signed up for? Or scrolled past endless posts on social media that seem more like noise than anything of value? Since the internet has made it incredibly easy for anyone to distribute information, consumers are now experiencing an information overload.

As for that elephant sitting over there in the corner, let’s have a quick word about how much of that “information” is produced and distributed by BOTs, an issue that was first propelled into the public eye during the 2016 elections. Fake news and misinformation is in no short supply, leaving consumers feeling more cynical and distrustful. It has also spawned the Dead Internet Theory which proclaims that there is more bot-generated content than human content currently in circulation

Reviving Print–Your Marketing Strategy’s Secret Weapon

Let’s get one thing straight: nobody likes junk mail, no matter what form it’s in. Whether it’s an overflowing inbox or mailbox, unsolicited mail is going to be met with frustration. Because of this your first effort should be to gain permission and build a list.?

If you’re working from a purchased list make sure you’ve washed it and that you’ve curated it to be an audience that is more likely to be receptive to your offering.

Bought or not, your communication needs to be targeted, relevant, and above all–helpful. So what steps can you take to make sure your print creations don’t end up in the recycling bin or the end-of-kitchen-counter purgatory??Let’s dive in.

Understanding the Benefits of Print Marketing

The so-called “death of print” isn’t a foregone conclusion. Instead, this distinct advantage is an opportunity to stand out from your competitors and woo your audience. Since print has been reduced to a relative trickle, there is less competition and more chance to stand out with relevant content. Furthermore, the known checks and balances of print carry with them an inherent trustworthiness. In a world full of misinformation, advanced phishing scams, and deep fakes consumers want authenticity and a sense of trust.?

Standing Out with Mindful Marketing

How can we make sure that we don’t fall back into the Junk Mail Trap? Mindful marketing is key. We want to ensure that your material is met with interest instead of exasperation.?

Instead of bombarding your audience with sales pitches, show them that you understand their needs and values. This helps to build trust and a connection with your brand. Customers don’t want to feel yelled at – they want to feel heard and understood. Be purposeful and considerate of your audience’s motivations and triggers.

If you educate, entertain, or motivate with your message then you will avoid getting the “junk mail” death stamp.

Integrating Print into Your Digital Campaign

Just because we’re focusing on print, doesn’t mean we’re neglecting digital. Rather, this is your way to create a “next generation” of print marketing that delights your customers and streamlines their relationship with your company.?

Get creative with your print materials by integrating digital elements. For example, adding QR codes to your mailers that link to landing pages or videos, can up their information value and interactivity. Your run-of-the-mill mailer is now an invitation to a digital experience.?

Using these methods to improve your print communication can help you cut through the noise and gain enthusiastic customers.

So if someone asks, “Is print marketing dead?”, we can say, far from it! If done right, you can use it to cut through the clutter and connect with consumers in a more meaningful way.?

By embracing print alongside digital marketing solutions, your marketing can create campaigns that capture your audience’s attention, and ultimately drive conversions.?

So don't write off print marketing just yet – it might just be the secret weapon your brand needs to thrive in the digital age.