The Power of Print in a Digital World

In our increasingly digital age, it’s easy to think that traditional print marketing has become an outdated relic. With online ads, emails, and social media taking center stage, one might assume tangible print pieces no longer have a place in an effective marketing strategy.

However, the truth is that print remains a powerful channel that shouldn’t be overlooked. While digital outreach is important, combining it with physical print materials can elevate your marketing efforts and make your message truly resonate.

The Tangible Difference

What sets print apart is its physicality – something that cannot be replicated in the digital realm. Holding a beautifully designed brochure, mail piece, or product catalog creates a tactile experience that leaves a lasting impression. Quality printed materials appeal to multiple senses beyond just sight.

There’s something psychologically powerful about receiving a tangible piece of print. It demands more attention and focus from the recipient than just another email or online ad that is easily ignored or forgotten. Printed marketing pieces have “stickiness” – they linger, get shared, and remain physically present in a way digital cannot.

Cutting Through the Noise

We are exposed to thousands of digital marketing messages each day from all directions. It’s incredibly easy to reflexively tune out banner ads, skip video pre-roll, or let emails go unread. Physical print pieces provide a way to cut through that digital clutter.

Receiving a well-designed direct mail piece or picking up a high-quality printed catalog or brochure is a novelty in today’s digital deluge. Printed materials have a legitimate chance to be noticed and make an impact precisely because recipients don’t see as many of them.

Print + Digital is Bigger than the Sum

While print is powerful on its own, it can be integrated with digital channels for a cohesive, multi-touch marketing strategy that engages audiences through multiple platforms. Printed pieces can incorporate QR codes, PURLs, and other pathways to drive customers into the digital realm.

Conversely, digital ads and emails can be used to tease printed content and drive traffic to order or download printed materials. The combination of print and digital creates a continuous close-loop journey that reinforces brand recognition and message retention.

The Permanence of Print

Unlike digital ads and content which are fleeting by nature, printed marketing materials have remarkable longevity and “coffee table” permanence. A brochure, catalog or publication gets shared and passed around for months or even years after print.

This durability extends your marketing investment’s value and lifespan. One quality printed piece can continue making impressions long after a digital ad campaign has ended.

As we push forward into an ever-more-digital existence, the power of print to make a tangible, physical impression remains invaluable. The most effective marketers are those who embrace print and digital together as complementary forces in their strategy.