The Changing Face of Print Marketing

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Although many claim that print marketing is on its way out, a new report finds that businesses are continuing to use the medium in increasingly savvy and modern ways. The catch is that many types of print marketing are now created to interact with digital media such as computers and smart phones.

Everyone knows that digital marketing is key to success in modern business, but print is holding its own. This report, which was researched and released by NewPage in the fourteenth issue of the company’s Ed newsletter, found that print is not going anywhere, but that it is increasingly being used in new ways. In fact, a mix of traditional and digital marketing may be crucial to winning over modern audiences.

There are several ways print can ‘interact’ with digital and print advertising. For instance, printed materials can be made to interact with computers to give interactive content. Bar codes can be placed on printed materials that, when scanned by a smart phone, direct customers to your website.

Another study conducted by the UN’s Food and Agricultural Organization found that paper products don’t detract from forest growth and actually may contribute to it. This is because most paper trees are raised specifically for the purpose, and not all of these trees are cut down. In fact, trees planted and raised for paper represent most forest growth in modern times.  Tree farmers plant an estimated four million trees every day and harvest just a quarter of these trees.

Using print materials just may help the environment, but that is not the only reason to use them. Many customer niches are reached most efficiently by print. People like to use printed coupons and can easily save a piece of paper for later reference. Digital materials are not always so functional. Further, direct mail can make it easy to put information quickly into a customer’s hands, and it is more likely to be seen than email marketing. Print is easy to work with and accessible to people who have limited access to a computer due to age, income, or ability.

While direct mail can be expensive, targeted direct mail strategies ensure that only the most interested and profitable customers will be on your mailing list. This cuts back on both waste and expense.

Good design is the key to making your print marketing as effective as possible. Printed materials can be created that draw in your customers’ eye and grab their attention. You should also create materials with both your logo design and your brand in mind. This way, even if every paper doesn’t lead to a sale, it will still be instrumental in building your company brand.

The continuing widespread use of printed marketing materials makes professional logo design all the more important. Many clipart designs and those created by ‘logo design contests’ have not been crafted to work well in a variety of different media. A professional logo designer knows what makes an image work on paper and on a computer screen, and can design your logo accordingly.