Why do businesses still use print advertising?
In today’s digital age, where online marketing dominates the landscape, the relevance of print advertising might seem surprising. However, the appeal of print advertising lies in its unique ability to create tangible, memorable experiences for consumers.
Let’s dive into the reasons why, despite the prevalence of digital platforms, businesses continue in utilizing print advertising as a valuable component of their marketing strategies. We will talk about the strengths of print advertising, exploring its ability to establish credibility and deliver targeted messages effectively.
What is print advertising?
Print advertising is a form of marketing that uses things like newspapers, magazines, direct mail and billboards to advertise their business with physical printed media. It’s a broad way of reaching customers but can also be narrowed down to be more specific, especially with direct mail.
Many companies now days are combining print and digital together to create an omnichannel experience. This is being done with QR codes on printed materials, which directs potential customers to an interactive digital platform.
If you're interested in learning more about using omnichannel for your next marketing campaign, check out our solution ENHANCE. It combines your direct mail with 9 digital technologies to create an omnichannel experience that increase your ROI.
Why businesses still use print advertising
Businesses continue to use print advertising for several reasons, despite the rise of digital marketing channels. Here are some of the reasons why print advertising remains relevant and effective for many businesses:
Brand recognition is such an important part of your business. It’s what keeps your brand top of mind for customers. You may see a couple dozen digital ads in a day while scrolling social media, but guess what? You probably only remember a handful of them! That’s why print advertising is so beneficial, it’s easier for people to remember your brand when they receive a piece of mail that they can physically hold and look at.
It’s important to remember that it doesn’t have to be print versus digital. It can be print AND digital. The combination of the two is beneficial for businesses because with a simple QR code you can track the success of a mail piece and campaign. This allows you to know how campaigns are doing and see where you can improve in the future.
Probably one of the number one reasons you see businesses utilizing print advertising today is its ability to target specific audiences. You can target certain locations or mailing routes, demographics, based off individuals interested and more. Since you’re targeting the correct group of people for your products or services, you overtime save money.
While digital marketing continues to grow in importance, print advertising offers unique advantages that make it a valuable component of many businesses' marketing strategies. The effectiveness of print advertising often depends on the specific goals of the campaign and the target audience's preferences and behaviors.
How can print advertising be used?
Print advertising can be used in various ways to promote products, services, events, or brands. Here are several common methods businesses employ to leverage print advertising effectively:
This is Aradius Group’s most popular forms of print advertising. Direct mail involves sending promotional materials, such as postcards, catalogs, or personalized letters, directly to a targeted audience's mailbox. Direct mail campaigns can be highly targeted based on location, demographics, or purchasing behavior, making it an effective way to reach specific customer segments.
This can be a good way of getting information out about your business, whether locally or nationally. You get a lot of freedom in where the ad is placed and how large it is in the newspaper.
You’ll find that a print advertisement in a magazine has more design freedom than a newspaper. Think of this as a niche place to advertise your business. You need to narrow down a bit more who your targeted audience is, but once that’s done magazines can be a great tool.
Participating in coupon books or local savings guides allows businesses to offer exclusive deals to customers. These coupon books are often distributed to households or available at strategic locations, encouraging consumers to visit the businesses and redeem the offers.
The persistence of print advertising in the business world is a testament to its effectiveness. Print materials offer a tangible, credible, and highly targeted means of connecting with audiences, leaving a lasting impression that complements digital marketing efforts.
As a printing company Aradius Group stands by the importance of print, and as businesses continue to seek the most effective and comprehensive strategies to promote their products and services, they recognize that print advertising continues to shine brightly.
If you're interested in learning more about using print advertising in your next campaign, we can help! Check out our guide on Print Advertising: Pros and Cons.