Print vs Digital Media
27 Apr 2022 / Mar-Loes Mantoua
Companies have been shifting their focus from print to digital marketing for many years now. Print, however, has proven to be more resilient than expected. And with Asia-Pacific the largest region in the print advertising market in 2019 – and expected to remain in this position till 2030 – can brands disregard print when determining your marketing strategy? Here are the main advantages for each:
Pro digital:
- Digital ads are processed more quickly than physical ads
- Interactive ads to connect with your audience
- Digital media has a further reach than print media when properly executed
- Digital media is much quicker to market and errors can be rectified more easily
- The costs for paper, printing and postal services are rising, making digital a more cost effective option
Pro print:
- Physical ads are more effective in leaving a lasting impression
- Print is considered a more secure source of information with digital having a propensity for fake news and misinformation
- Digital fatigue has set in after 2 years of lockdown and restrictions
- The tactility of print offers brands the opportunity to make a meaningful physical connection with customers
- Customers return to print media items they receive multiple times, and these items remain in the home for over a week
- Development on new print technologies
It is fair to say that although print media has been losing ground for many years, it still has a role to play in a marketing campaign. Print scores impressively high for audience attention and brand recall versus social media, and can be well used to boost digital channels. There are many new technologies in print media, allowing it to be more unique and original than ever before. Marketeers should take advantage of these opportunities and use a fair part of print creativity in their media mix.
These 17 print ads that Hubspot put together provide some great inspiration on how to incorporate print into a digital strategy.
