UK advertisers invested a record £8.61 billion in digital marketing, according to a recent report, a figure which emphasises the fact that digital advertising is no longer regarded as an add-on marketing tactic, but is now, in many cases, the primary channel to reach target audiences.
It is not surprising to see that companies are shifting more of their marketing budget to digital considering that this channel comes with many attractive incentives, such as being able to spend less for more return and enhanced targeting abilities.
We are currently in a 'digital first' era which means that it is all too easy to forget that more traditional marketing tactics like print advertising are still very much effective. However, as a business, it is important to not allow your company's marketing team to get trapped in a 'digital only' frame of mind. After all, statistics show that £3 in £4 is still spent offline in print advertising, underlining its continued effectiveness.
Print advertising certainly has a number of benefits which cannot be found in a 'digital only' strategy, such as:
- Higher sensory engagement
- More room for creativity
- Reaching niche audiences
- Higher visibility
Higher sensory engagement
Consumers tend to respond to marketing which engages the senses and printed materials have the ability to achieve this to a greater extent than digital media. For instance, while digital media primarily engages sight, printed materials can also engage touch and smell in addition to this, meaning that the chances of retaining information by association are higher. You can even further enhance the sensory abilities of your print by using special papers, finishes and bindings.
Marketing collateral produced by Consider This for Wicked's UK Tour
More room for creativity
One of the great things about print is that because it is not confined to size, designers do not have to worry about catering to specific screen sizes, which in turn leaves more room for creativity. Besides this, print also offers a wide range of versatility due to its different forms as materials are not limited to just flyers and leaflets but can also include promotional items, exhibition stands, product packaging, vehicle signage and much more.
Reaching niche audiences
Print advertising gives you the chance to target consumers who prove difficult to reach online, for example, by placing an advert in a specialist magazine. A study by Alshaali and Varshney has shown that consumers are more engaged when reading printed materials as they tend to read screen text 20% - 30% slower than printed paper.
Alvin Ailey programme, designed and printed by Consider This
With more businesses shifting their advertising focus online, there are now less print adverts than before. Rather than seeing it as a disadvantage, this can actually be quite advantageous from a marketing stand point as it means printed publications are less crowded, giving your advert higher visibility and 'spotlight'. It could also even mean lower prices per advert as publications will be looking to make up for the decline.
We are not trying to convince you to adopt print advertising and ditch all your digital marketing efforts. On the contrary, we find that the most effective marketing strategies are those that utilise as many RELEVANT channels as possible to gain maximum reach and connection to target demographics.
Our expert team have developed and executed multimedia marketing campaigns that take advantage of the best channels for clients such as New English Ballet Theatre, Liverpool Theatre School and One Click Group, amongst others.