Print VS Web
While some businesses have migrated a percentage of their advertising efforts to the web, statistics show that print is still the most vital and vibrant component of brand visibility. Let’s take a closer look at print media and some advantages it has over its digital counterparts.
Tangibility – A print piece is a physical thing. Magazines and newspapers can stay in houses or offices for months or years, while Internet ads can disappear into cyber space instantaneously.
Credibility – There is something about print that gives a sense of legitimacy. The saturation of pop-ups and banner ads on the web can be overwhelming and the fear of spam and viruses is enough make people weary of clicking. There is no imminent danger in a print ad.
Branding – Print ads are excellent for solidifying your brand identity. Your ads should have a consistent aesthetic in terms of fonts, colors and types of images to establish brand recognition.
Target Marketing – Placing ads in publications such as specialty magazines can effectively reach niche audiences that may be more difficult to target online.
More Engaging – Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. A study shows that people read digital screen text 20% – 30% slower than printed paper.
Less Print Ads – Print publications are less crowded, allowing more room for your ad to shine.
QR Codes – Placing QR codes on printed pieces is an excellent way to bridge the gap between print and web. When scanned with a smart-phone, the QR code will take you to a homepage or a special offer page that lives on the web.
The best way to market your business is to utilize as many channels as possible to reach every corner of your target demographic, including print. Finding the right balance between various media will ensure a steady revenue flow, an increase in sales and new customers.