Print – surviving the digital age

There can be no doubt about it, the print industry is still going strong. Over the last 10 to 15 years, the industry has certainly faced disruption, yet it hasn’t died. Here’s why we think the print industry is proving to be so resilient.

Digital explosion

The digital industry is one of the fastest growing in the UK.

With the emergence of digital technology, CRM systems, mobile devices, cloud computing and big data, the digital explosion has undoubtedly left its mark on the way we work, run businesses and market our products and services.

With a digital revolution changing the way we operate, it has been widely discussed about the disruption to the print industry, and if it is something that’s going to die out.

Print fighting back

However, print certainly continues to have a place in the marketing mix. Why? Because it works. It’s tried and tested. Brands and business like to use what they know does the job.

In fact, findings show that four-fifths (79%) of consumers will act on direct mail immediately, compared to only 45% who say they deal with email straightaway.

It has been shown that many people respond best to physical materials that they can get their hands on and read.

And, as proof, businesses up and down the country still rely on print marketing as a hugely important part of their marketing strategy.

Standing out

If we take it back to basics, print is a delivery mechanism for sharing and delivering information and content. As long as there is paper, then print will be in our lives and it still has a very important job to perform.

Print’s tangibility still sets it apart from the noisy cluttered online landscape. Print offers our undivided attention, rather than the multitasking experience with online content.

With so much available online, sometimes taking a step back to look at a physical document is just as appealing and useful, especially if its designed creatively and stands out from the crowd.

Benefits of print

Even in this busy world of ever changing marketing trends, print still offers a huge range of benefits and a consistency.

In terms of leaflet marketing, businesses are still turning to it as much as they ever were.

This is no doubt because it’s cost-effective, engaging, tangible, it reaches the demographic of your choice, and it’s convenient to the consumer.

The marketing mix

The top trends are constantly changing, especially in the marketing world. For businesses to stay on top, they need to adapt and to stay mindful of what works best for them.

Print isn’t immune to the effects of digital, but what’s become clear is that manufacturers must now connect to their customers in more meaningful ways and think more carefully about how to engage readers through their leaflets and flyers.

This means embracing both the old and the new and whether its print alone, or print as part of a multi-faceted campaign, leaflets, brochures and flyers are still a key part of the marketing mix.