A social media scroll is here and gone, but print marketing endures.
If you’ve got all your marketing eggs in one digital basket, the latest print data might change your mind: Here’s a recap of print technology trends—and tips for how to use the power of print to boost your brand.
Print use in marketing is on the rise—and there are a host of good reasons why:
- Digital printing technology has improved significantly in recent years, which leads to much higher-quality output.
- Smart printing devices are now more cost-effective, which allows for more accessible print-on-demand services—a technology that provides customized and personalized print output that’s more efficient and affordable.
- New digitalized technologies boost productivity, which not only improves turnaround time, it saves money.
- Advancements in inkjet technologies are improving quality labels and inks, which are extremely cost-effective and offer more color to entice consumers.
The arguments for including print in your marketing plan reach beyond functionality and accessibility—print gets results because it is authentic: 82 percent of U.S. internet users trust print advertising more than digital marketing (Marketing Sherpa).
Print is an important part of a balanced, integrated marketing strategy. Here are five trends to consider as you implement print in your brand marketing:
Personalization. Customized content creates unique value—and greater relevance. Personalization used to be a novelty; but today, people expect products and services to be relevant to them: The more you connect with your audience through personalization, the more resistance is dropped. Making a personalized connection increases customer engagement with your brand.
Print & digital integration. Blending online and offline channels is the key to driving higher conversion rates and making lasting brand impressions. Use your print media to link your audience back to your blog, a landing page, an exclusive video, website or to your social media channels.
Custom/unique coupon codes. Using a unique coupon is a smart strategy for not only increasing customer engagement but also in gathering personal data about your target audience. Unique coupon codes generate higher ROI than generic coupon codes because they cannot be shared or reproduced—they are aimed at an individual, which creates a more personal connection and an exclusive feel.
Color. Color evokes emotion, can change a mood and helps tell your brand story—which will you choose to share your brand narrative?
Texture. A study from the University of Iowa found that haptic (touch) memory is the type of memory that has the strongest impact on the human brain. The physical act of holding something makes a stronger connection with the audiences. And so, using print media engages our haptic memory, creating lasting brand awareness. Adding glosses, raised ink, embossing, matte finishes—these create interesting texture for even greater brand connections.
Which of these print marketing trends will you implement? I’m interested in your feedback. firstname.lastname@example.org