With the current rise and evolution of digital marketing, there is a misconception that print marketing is dead. In fact, print media has evolved with the help of new technology. Various developments, such as the use of Augmented Reality, have transformed print into a powerful medium. In addition, developments in printing methods, such as digital printing, have significantly reduced printing costs. Therefore, if your business excludes print marketing without understanding the nature of modern print, you are missing valuable opportunities for growth. Translated with www.DeepL.com/Translator (free version)

Print marketing creates emotional connections

The tactile nature of print media touches the consumer’s “tactile memory” (touch memory), which turns out to be the most enduring form of emotional connection. The aesthetics of print marketing also gives it a customized, personal feel, which gives print media an unparalleled credibility. Recent studies have shown that potential customers are much more likely to trust your company when your marketing is presented through high quality print, such as luxury brochures or thick GSM leaflets. Gaining trust is a critical part of any business and is also useful for organisations in the charity sector – postcards and direct mail newsletters can boost donations by up to 50%. In addition, printed materials can be retained. If you design a beautiful brochure, your audience can keep a printed copy that they can interact with again and again. Print marketing thus provides businesses with a much higher level of impact than digital marketing, creating more meaningful and lasting connections with consumers. Print marketing thus provides businesses with a much higher level of impact than digital marketing, creating more meaningful and lasting connections with consumers.

Print marketing is good for our brain

Recent findings in the field of neuroscience suggest that print marketing offers specific advantages in connecting with our brain. In a study funded by Canada Post and performed by Canadian neuromarketing firm TrueImpact, the effects of print marketing (in this case, direct mail) were compared to those of digital media (email and display ads). Conventional questionnaires, combined with eye tracking and high-resolution EEG brain wave measurement, were used to assess cognitive engagement, evaluating how much each medium held consumers’ attention and motivated loyalty. The study showed that direct mail was much easier to process cognitively, and tested better when it came to brand recall. According to the report, “Direct mail requires 21% less cognitive processing effort than digital media, suggesting it is both easier to understand and more memorable.”

Print marketing is more easily effective

Using printed media, such as posters or leaflets, can help you reach your audience much more easily. For a small business with a local reach, print marketing is extremely effective as it creates local brand recognition and drives customers directly to your premises. Print marketing is an important part of any effective marketing campaign. If you want to reach people on the streets or target specific demographics (perhaps people who go to a certain type of restaurant or store), then you can’t beat print.