While everything may be consistently moving onto the digital landscape from groceries to doctors’ visits the need for print advertising has not diminished. Google ads have not replaced the need for subway ads or other print promotions. Consumers may be spending more time online but their attention is constantly divided between their own social media, pop-ups, and the task they are trying to complete:
Engages Your Audiences Senses
Print stands out in a consumers’ peripheral and engages its audience more closely than a digital banner ad or popup. Digital can never replace, “the ability to physically hold, touch, see, hear or smell the object in ways that print can.” Rarely will a consumer pause on a digital ad, more than likely they will continue to scroll through the page.
Integration of Digital Media Tech and Traditional Print
Instead of competing or choosing between two mediums you can take advantage of analytics pages and use them to identify your target audience. You can then use that information to smartly advertise to that demographic using print advertising thereby making it more effective.
“Print media can be truly beautiful. It can be artistic, creative and engaging.” While Instagram posts may be beautiful and help create a brand, it isn’t the best place for smart traditional advertising. It can’t have the effect of a cheeky poster or the juxta positioning of a billboard on a brick building.
Demands Undivided Attention
According to research, “digital readers don’t linger….readers coming directly to news sites stay less than five minutes. Readers coming from Facebook are gone in less than two minutes.” How can a business get its idea or product to its consumer when they aren’t even paying attention? Well a magazine spread or mailers will be noticed because you can’t click them away. It will make a better impression than all the other images that pop into a consumer’s small screen.
Old is Gold
“Sales of print books have risen every year since 2013, while e-books have leveled off and in some genres declined…[meanwhile] university students prefer printed textbooks over electronic ones.” Even with many amazing and necessary technological advancements there will still be a need for printed materials because while some things will change or evolve, others will stay the same.