There’s a prevailing myth among the marketing crowd that print is dead. Businesses are moving money out of their print budgets and into social media and online marketing – and it’s easy to see why.
Marketing magazines and publications follow the latest “hot” topics, and these days that’s social media. So when you open up any trade journal or browse an industry website, the majority of articles and conversations you see are about social marketing. But does the fact that dialogue about print marketing has diminished mean it’s no longer effective? Absolutely not.
According to a recent industry study, 67-percent of online action is driven by offline messages and 80-percent of Americans read or skim direct mail. Print marketing is also rated by consumers as the “most acceptable” of marketing communications channels. And while print might be more expensive than electronic channels, it also delivers customers with a greater lifetime value.
Of course, the case for print doesn’t mean electronic channels don’t have a place in your marketing plan. You don’t want to put all your eggs in the online marketing basket, but you don’t want them all in the print marketing basket either. In fact, the best marketing plans include a thoughtful balance of both print and electronic. For example, response to a direct marketing campaign can be boosted 50-percent or more when followed up with an email message.
Now more than ever, it pays to think carefully about the best use of both online and print marketing channels. Some print pieces may no longer be as effective as they once were, such as brochures, rack cards, sell sheets, printed newsletters and annual reports; much of the information that was once included in these types of publications can be conveyed through your website, blog and electronic newsletter.
Other pieces of print marketing, however, are just as effective – and in some cases more effective – then ever. Print marketing projects you should consider include:
Sales letters
Self-mailers and postcards
Catalogs
White papers
Case studies
Print ads & advertorials
Magazine articles & magalogs
If you’ve been convinced that print marketing is dead, don’t feel bad – many experienced marketers have bought into this myth. And if you’ve poured money into marketing electronically without strong results, all is not lost. A great deal of the online marketing you’ve invested in can likely be adapted for print channels down the road.
Now that you know the facts, it’s time to reassess the balance between print and electronic channels in your marketing plan in order to maximize your results.
Megan Tsai is a seasoned communicator and award-winning writer. As a full-time freelancer, she provides business writing, copywriting and marketing communications for companies and advertising agencies.
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