Do a Google search for “is print dead” and you’ll be met with thousands of industry minds opining on why or why not. The obvious answer to the question is “no,” but it’s a bit more complex than that.
Let’s start with the word “print.” It is a broad term, and can include print advertising, news print, direct mail, printed collateral such as brochures, one sheets, and so forth.
Let’s narrow the field to include the printed marketing collateral that you rely on to market and sell your products and/or services.
Ever since the advent of the World Wide Web which introduced us to the advantages and massive sales appeal of digital marketing, print marketing has seen a decline. Obviously, the days of carrying around binders filled with collateral are gone, but that doesn’t mean print has come to its coda. From flyers to direct mail appeals, putting printed content in the hands of your target audience has never been more important.
Print is merely going through a rebrand based on lessons learned from the web.
Let’s be honest: print still has it going on. Living in a world where we’re constantly assaulted by the noise of social media, websites, mobile apps, emails, and every other digitally-driven connection, print can provide the means for communicating your brand’s core message without distraction.
Print is as equally content-driven as the web and can be just as effective.
Where the web allows greater latitude for churning out an overwhelming amount of content, print forces you to refine your content so that you deliver the right message at the right time. Utilizing the same research and data you use for the web will add consistency. Unlike the web, however, you don’t have the luxury of editing content at the last minute with print, so be sure your content has gone through a thorough proofing and editing process.
Print is far from gone. And while it may be changing, the medium is taking on a more refined, strategic purpose.
Let Infinity Concepts help you develop a powerful print marketing strategy! Contact us today!
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