There has been a lot of talk today about print being dead. But, in truth, it isn’t dead, it’s evolving. Yes, the industry is going through a major change but traditional print is certainly not going away anytime soon. As with everything else, technology is growing so solutions are becoming digital while the traditional methods are on a slow decline.
Although technology is progressing rapidly, nothing will or can replace the sensations of holding something printed. Design projects using CMYK or Pantone colors to display pure art are effective and eye catching. If you look at it from the point of view that the use of print is in decline and cannot be convinced otherwise then think of it like an opportunity. Unlike the plethora of digital ads you can choose print to stand out. Your promotion will make it into the hands of the desired recipient, catch their eye and they will have to consciously decide what to do.
One cannot forget that direct mailing is really as effective as ever. People are just getting immune to online advertisements so they are not noticing that the banners and flyers are everywhere. The actual printed materials which are delivered to mailboxes all over the country are certainly getting more exposure than the online banners. Now, this is not to say that internet marketing is not worthwhile, but local businesses should not believe the myths that printing is dead. Those who do are missing the golden opportunities to attract potential customers.
While digital print is replacing some of the static larger runs, the marketing and advertising industry still needs commercial printing services for huge promotional projects. It is no secret that many different industries are enjoying the benefits of print which includes brochures, flyers, postcards and more. Those print ads are generally distributed in large numbers so that the general public knows about new services and products. As stated before though you can choose digital print options to target a smaller more specific audience. Marketing companies depend on print providers to get prints for various projects and to guide them to the greatest return.
The print industry is also taking a toll because major brands and corporations are spending less on print advertisements, which should not be surprising. When you look at it from the perspective of the printing industry, they are experiencing huge profit reductions, but this still does not mean that it is dying. Companies offering print solutions have to get innovative and try different techniques to tweak and evaluate old traditions so that they can satisfy the needs of clients.
Print is definitely where it’s at for marketing. It’s the most effective way to make products, services or brands more visible to the public. Right now, the only thing that can beat print marketing, especially directly mailing, would be an actual storefront that is getting a lot of foot traffic. But, even then, some print materials would also work wonders in the store and display windows to attract tons of traffic.
The bottom-line is that there is absolutely no truth to the talks about print dying eventually or being dead. Business cards, folders, posters and other company branded materials will always be in great demand. All of us get tons of advertisement daily in the mail and there is no doubt that this type of print marketing will continue for many years.