Print is NOT Dead: Why Print Marketing Will Thrive this 2015 and Beyond

While many people think that telephone numbers have been replaced by Twitter handles or Facebook pages, print is still a vital part of the marketing world. It is still vital to give your business card to potential and existing clients.

As technology changes, we also change the way we do business. While some people think that print is a dead industry, in reality, it continues to grow and evolve alongside the upsurge of technology.

According to a study, direct mail shares 43% of the total retail advertising market. In a Pitney Bowes survey, it was found that 76% of businesses still think that the ideal marketing strategy is the combined power of digital and print technology.

Print Media is More Than Just Paper

People who talk about the “death of print” forget that print extends beyond paper. It also involves promotional products such as drinkware, magnets, key chains and t-shirts. These promotional items are often given as gifts, so the audience are likely to hold them longer.

The Advertising Specialty Institute or ASI found that 84% of Americans are able to remember company names when they are emblazoned in promotional items. If you want to use them for your marketing, they don’t have to be something your target audience will take home with them. For example, you could use napkins or cups for a gala dinner.

Low “Cost Per Impression” or CPI

Small business typically do not have the capacity to spend too much on advertising, so the most ideal type of advertising is one with a low CPI. The most ideal marketing campaign is one that lets you reach the most number of people at the lowest cost possible. Print advertising is then the best choice.

In a 2010 study, the Direct Marketing Association found that every $1 spent for print advertising can yield $12.57 in sales. This return ratio was found to be true across many industries. Print is therefore an effective advertising medium no matter which industry you are in.

While print advertising cannot guarantee success, so does any other type of marketing. It is still important to develop an effective print marketing strategy that will put your business in the spotlight and engage your audience. You can’t use the same boring materials that everybody else use—you need to work on making a mark in the industry where your business belongs.
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It’s time to get creative! Put some real thought into your marketing arsenal and make use of all print tools and technologies available to you.