What Is Print Marketing?

Print advertising is a form of advertising that utilizes physically printed media to connect with customers and prospects. Marketing flyers, magazines, newspapers, brochures, and posters are just some examples of print media. These are designed to capture the attention of a target audience and deliver a message for consumers to act upon. However, it’s impossible not to notice how the market is gradually evolving. Some even believe that it’s inevitable for traditional ads to grow irrelevant in the coming years, unless marketers are able to transform them into a more hybridized version of what they actually are through various innovative efforts.

Take a look at these samples of some of the most common mediums in print marketing:

Why Print Marketing Still Matters

Despite the obvious occurrence of traditional advertising being overthrown by the digital revolution, print media has managed to withstand the test of time by being a viable marketing medium for small and large corporations alike. While it does raise a number of questions and opinions in an argument, many marketers still believe in the power of print media as it impacts the consumer market.

Listed below are five reasons that emphasize the importance of print media in the industry.

It is tangible. We all know that brochures, flyers, postcards, catalogs, and other forms of printed materials are physical items. Because these items can stay in homes and offices for longer periods, subjects are able to spend more time reviewing the media at any given instance. This evokes a higher emotional reaction from readers because of how it awakens one’s sense of touch. People are also more likely to be invested in something that’s physically encountered, rather than a video ad that could easily be skipped or a social media post that they could scroll past. It is credible. There’s something about seeing a magazine being sold on the rack of a popular newsstand. It tells you that the contents of the media come from a legitimate source. Any form of print media requires time and resources to produce, which is why it’s harder to doubt something when a significant amount of investment was used to make it. This builds a level of trust that consumers can slowly develop as they get to know you or your business over time. It establishes your brand. Standing above the competition is a challenge that requires careful planning and execution to conquer. One way to become a familiar name in the market is to establish brand recognition. Fortunately, printed publications enable you to do just that through the aesthetic qualities of the logo, font, images, colors, and texture employed to the material. It helps you reach your target audience. While most of us are probably consumed by the likes of Facebook, Twitter, Instagram, and YouTube, placing an ad in the beginning or in between videos is only going to annoy viewers. Keep in mind that not every person who views your ad can benefit from the product or service being promoted. But with print media, you can leverage the data from your demographics and strategically design and place your brand right where your target audience will see them. It is engaging. We all have a habit of skimming through a website and jumping from one tab to another in a matter of seconds per visit. The attention span of the average person is relatively short, even more so when distractions are there to ruin their focus. On the contrary, consumers seem to spend a longer amount of time reading a flyer, brochure, or magazine. That’s because printed publications tend to be more direct and informative compared to digital media. Consumers become more engrossed in the topic and develop a level of interest that’s nearly impossible to break.