In the digital age, where information is a click away, the humble printed page might seem like a relic of the past. But don’t be fooled. While digital marketing has its place, print still holds a unique power to captivate audiences. It’s not just about nostalgia; it’s about tangible value, emotional resonance, and enduring impact.
Consider this: Print materials are often perceived as more valuable and credible than their digital counterparts. They’re physical objects, a tangible representation of your brand. Plus, they have a longer shelf life, meaning your message can linger long after the initial exposure. And when it comes to making an emotional connection, print can be hard to beat. It’s a tactile experience that can leave a lasting impression.
In short, print cuts through the digital clutter. There’s less competition for attention, making your message more likely to be seen and remembered. So while digital marketing has its merits, don’t underestimate the power of print. It’s a proven strategy that can help you stand out in a crowded marketplace.
1. Print marketing is tangible and enhances your credibility
Most everything about the digital world is fleeting and intangible. While online content might live forever (which is really unfortunate for some job applicants), people’s interaction with digital marketing is often momentary, save for the rare thumb-stopper. But print marketing has a unique appeal due to its physical nature. You don’t just see it—you experience it.
Done well, print marketing creates a lasting impression. In the minds of your clients, they associate your business with premium service and success. So if you’re relying solely on digital marketing because you think it’s cheaper, you’re actually cheapening your brand’s impression. Anyone can send an email, but print? That’s for A-players.
2. Print marketing is unsurpassed in targeted local reach
Real estate postcards and other direct mail campaigns, especially those that make use of predictive analytics to identify who is likely to move, ensure that you’re reaching those who can benefit from your expertise. Targeting an audience with digital marketing like Google ads simply isn’t as precise—the Fair Housing Act and tightening privacy rules make it harder to pinpoint your ideal customers online. However, a piece of direct mail will land in the exact mailbox of those you want to target.
3. Print marketing has a longer shelf life and promotes better recall
My company produces personally branded magazines and they demonstrate the endurance of print marketing—just over 80% of recipients display them on their coffee or kitchen tables, and 20% of recipients keep their issues for 10 weeks or more. And a phenomenal 88% have either kept or shared their magazine or a Tear Out Card for the interesting content or recipe or to pass along the name and contact info of the professional who sent it to them.*
4. Print marketing faces less competition and distraction
You know that competition is fierce in the digital world, making it super tough to rise above the crowd. And let’s face it—with endless content just a click away, holding people’s interest is no easy feat.
You want me to ditch digital?
I’m absolutely not telling you to give up on digital marketing—that would be nuts. We’re part of a digital world, and you need to be omnipresent, so you need to keep using it.
What I am saying is if all you’re doing is blasting your list with emails and posting to social media, you’re shortchanging your potential growth and diminishing your success. The smart move is to let print take the lead, with email and social media playing a supporting role. I’m saying to use digital to complement your print marketing.
I run a successful marketing company where print is our foundation, but we also do our own fair share of online marketing with Facebook ads and email campaigns and offer an entire suite of automated digital products that is super effective at keeping our clients in front of their spheres. That said, most are designed to support our print products. Consider these examples.
Cross-promotion
We offer printed postcards that drive digital engagement. We can print postcards with QR codes that take recipients to a landing page, which we provide to our clients at no charge. Users can enter their contact info (which we’ll capture even if they don’t provide it directly) to receive a free home estimate, lead magnet, or printable. (Check out our Resource Library for all the free resources you can choose from.) Or we can set up Facebook ads that promote a valuable print item, exclusive event, or special offer to encourage offline engagement.
Corresponding campaigns
We support a cohesive brand experience across print and digital channels. Our print magazines showcase our clients’ branding in six places. Similarly, our Local Events and Branded Posts email newsletters and Digital Magazines feature it in several different spots. Consistent messaging and visuals across both mediums reinforces their brand identity and ensures that their audience receives a unified message.
Take action
I’m as keen as the next guy on digital marketing. However, after sending more than 100 million pieces of direct mail and 20 million copies of our magazines in just the last 18 months—and receiving an ongoing stream of raving reviews from our clients about how their spheres have reacted to their magazines with referrals, praise, and thanks— I can confidently say that in the contest between print marketing vs digital marketing, print is the winner hands down.
*2023 ReminderMedia Reader Study conducted by GfK MRI-Simmons
