Does print even matter anymore?
You’d be forgiven for thinking that 2020 was the year that digital truly took over.
With the world suddenly faced with the challenge of working from home and turning to digital solutions to stay connected, and with more businesses choosing online marketing to help them stand out, this year has been unlike any other.
However, despite a fall earlier in the year, print book sales bounced back in the latter half of 2020, with hardback fiction sales seeing a 35% increase in sales.
Besides this, there are many benefits and advantages to print that digital can’t
- Consumers spend longer periods with print. They typically enjoy print at a more leisurely pace than digital, which is preferable for speed and haste.
- Print engages more senses. Paper thickness, quality, texture and scent all make print a much more visceral experience than digital media. In short, it makes readers pay more attention.
- By providing a space free from digital interruptions and distractions, print can draw a reader’s full attention.
This alone proves that print still matters, and print media still works!
But the better question is, how can print and digital work together to maximise your opportunities for success?
A study by Royal Mail found that consumers who receive printed materials are more likely to engage via social media while almost 50% download something online, so it’s important to synchronise your print and digital media to encourage potential customers to take action.
So, how do you form a symbiotic relationship between print and digital?
- Include your social handles and links on all printed material to help your target market find you; prominently feature your website links, social profiles, or hashtags
- Add a QR code to encourage link following and to make it easier for potential customers to buy what you’re offering.
- Make your print media stand out from the rest. Powerful graphic design is essential.
Print media is much more tangible than digital; it engages more senses, and it can be as emotive and as engaging as you make it.