To read the headlines you see in the business press, the Internet has been digging the grave for print marketing for decades now. The business press should know the story well, to be sure, since it's been moving from print to digital formats over that same period of time.
So, why isn't print long dead and buried… and why are so many marketers, communication pros and business owners still relying on print materials to leverage sales? The obvious answer is that print isn't dead, and in reality probably won't ever be. While this might run contrary to what some of the so called “experts” say, there are three good reasons print will continue to remain with us in the digital era:
1. Print pieces don’t die. Within a second, a digital message can be lost in the ever increasing noise of digital media. Print, on the other hand, tends to hang around, can’t be switched “off,” as easily and forces your reader to physically handle it. Tangibility leads to memorability.
2. Print is more targeted. With a printed direct mail piece, you get your message into the hands of the exact person you want to read it. Digital isn’t so discerning, which makes it less targeted and less effective in most situations.
3. Print can be more cost-effective. For that matter, print can be more effective, period. Things like posters, brochures, and postcards can all serve as reasonable cost, continual reminders of your business and its benefits. It's hard to get that same kind of awareness online, regardless of what you spend.
Ready to wake print and get it working for your business? Call Bull’s-Eye today at 404.352.3006 for a free consultation or check out our website: www.bullseyecreativecommunications.com
