The debate over print versus digital continues in every industry and organization.
One side claims that digital is king while the other insists that traditional media still hold appeal.
Both arguments have merit, but the idea that print is dead is mistaken.
It is true that non-traditional media continue to grow as digital platforms emerge and access to technology expands. Smartphones are becoming less expensive and more consumers have access to wireless broadband connections on multiple devices.
Despite the rapid growth of online content, consumers are actually seeing no significant divide between digital and traditional media.
The experience outweighs the delivery platform, and media that combines relevancy with inspiring, personalized content will ultimately deliver the impact marketers crave. This is a win for print, specifically for three reasons:
Print establishes an emotional connection
Custom-designed printed materials, in particular, captivate the eyes and hearts of an audience. Distinctive features such as unique inks, foiling techniques, die cuts, folds and textures help brands deliver positive, engaging and powerful results that increase promotional efforts.
Print triggers a response
Customized formats with individualized messaging increase engagement and response among consumers.
For example, using data-driven insights, print moves beyond basic segmentation into true one-to-one individualization that drives relevant, timely, cost efficient and effective campaigns.
Put simply, print is informational, reliable, and can be saved and referred to again and again.
Digital cannot replace warning stickers on potentially dangerous products. Printed instructional materials will always accompany products requiring assembly and safe operation, even if optimized with video or digital content of some sort. The value of printed information will continue to be a driver of the medium’s relevancy.