2017: What is the State of Print Materials?
It’s 2017 and you think that everything is digital these days.
Kids born in the last ten years will probably actually believe that digital is the only way we live our lives.
But, there are multiple generations who grew up in a non-digital world. And, businesses must reach out to these generations as well. They are the consumers. Yes, Internet advertising has become more popular because not only do people spend an endless number of hours on the Internet, but because there is data to back up how, where, what, and why you should advertise where you do. You can actually tell when someone is interested in something when they click through to another page when they bounce off a page, when they keep digging further and reading more on a site, what they search for, and what their interests are. Why, then, would people still need print marketing materials?
The Human Touch
Nothing can replace the human touch. We have five senses and touch is one of them…for a reason. You’re not touching anything on a computer, but you are holding a piece of paper (or other material!) when you receive a print material. According to GDUSA, designers believe that print perseveres because touch, “sensual, physical, real, permanent, credible” is the human connection missing from the virtual world we live in.
Print is the perfect opportunity when you’re trying to reach an audience that needs to retain information, spend time thinking about it, touch it and trust it. For instance, luxury goods or premium services.
Print is an opportunity to cross-promote with your digital marketing efforts, especially with social media marketing. How else will your target market find you if not for some form of advertising, whether it’s online, offline or just word of mouth? Print materials these days include your social addresses or even just icons to give mention that you can be found on social media.
What is still strong? Package design. Packaging papers, labels, and substrates are all important and more so now since these are not impacted by the digital world. Yet.
Print design is not dead. It is just strategically impactful. Give a Paradigm Marketing and Design associate a call to find out how you can incorporate print design into your marketing strategy.