Whether we like it or not, digital technology has invaded our lives and today we live with a multitude of digital devices 24 hours a day. Raise your hand if you don’t have: 1 digital TV + 1 desktop computer + 1 laptop/tablet + 1 mobile phone!
Now let’s do an exercise: try to remember (if you’re old enough to remember, of course) what your digital environment was like 20 years ago…
Well yes friend, things have changed… we don’t have 3D telepresence (yet) but we are not in the eighties, nor in the nineties… the digital era is our era!
The digital revolution brought with it the emergence of new forms of communication (needless to say?) The Internet of course transformed everything. Suddenly any communication channel before the Net saw its position shaken. This is what happened to the print media (although they are not the only ones, today TV is also “threatened”).
Parallel to the change in communication channel preferences, a greater concern for preserving the natural environment and managing the planet’s resources in a reasonable way was growing unstoppably, at least in this part of the world. As paper consumes natural resources (wood, water, oil), the notion that communicating on paper was not very ecological gradually spread. And of course: who would bet on an “analogical” and, moreover, “polluting “* medium?
* (no more than digital communication, by the way… but that will be the subject of another article 😉 )
Now let’s add up the effect of the economic crisis…
we already have the cocktail, or rather, the “perfect storm” for the print media.
And the storm is here. It sure did.
After her? It’s well known; the downsizing of the printing industry: many printers closed down.
We have been living in this digital age for several years now. Our habits have changed in all aspects of our lives. When it comes to communication, the market (companies and buyers) has been evolving and specializing in the use of each medium. There are several trends that can be observed in this evolution. For example, the so-called “content marketing” has become widespread, generating an information ecosystem in which companies are mainly producers, and buyers / consumers / customers are recipients but also senders of the same through their reactions in social networks.
Digital marketing today is the king.
Admittedly, it is.
So, in the face of such a predominance of digital, as printers we ask ourselves what role print communication can play in today’s marketing? Is there still room for print? Or do we focus on something else?
As you might expect, the answer is YES, the printed medium makes a lot of sense in the digital age.
The printed medium attracts attention like no other
A few years ago we thought (naively) that the more information the consumer had, the more intelligently he would make his choices… well, what is happening is rather the opposite: the excess of information (the “infoxication”) is managing to stun the consumer, and even paralyze him in his purchase decision.
Isn’t it true that buying anything has become very complicated? For any product there are dozens, hundreds of websites, blog articles, videos and electronic newsletters where you can get information… attention is constantly jumping from one place to another and in the end you haven’t decided, everything seems the same…
… and this is the great concern of companies today…
STAND OUT, ATTRACT ATTENTION, DIFFERENTIATE YOURSELF IN THE MINDS OF YOUR CUSTOMERS
What isn’t everyone doing?
Printing a good catalogue.
Advertising in an attractive print magazine.
Advertising an event with some flyers or attractive invitations…
A catalogue with a striking design, printed in a format and with papers suitable for the product, well bound and well distributed, if possible with some kind of customization … that, amigo, is unrivalled. That catalogue will catch your client, don’t doubt it.
Do you want to get a deeper emotional footprint on your clients? A direct mail campaign guarantees you more attention than they will pay to an email (if they even read it). And if you have any doubts, take a look at our post about the advantages of direct mail, and the results of the study by Millward Brown.
The print medium allows for more credible content marketing
As is well known, the printed medium implicitly conveys a much greater sense of credibility than any message seen on a screen