Ding Dong print marketing is dead – but not quite.
Spoiler alert, print marketing isn’t dead, however, the print marketing we’ve become accustomed to over the past couple of decades is.
In the wake of taste and preference changes (as well as social changes), marketing messages are expected to be delivered with modern minds considered. This is a major player in why so many claim that print marketing is dead* because they’re sending traditional print marketing to modern audiences.
*in addition to the hyped introduction of social media but that’s a story for another day.
Before we move further into modern print marketing and why it’s very much alive and kicking in 2020, let’s discuss the type of ‘traditional’ print marketing that has dominated since the 1980s.
Traditional print marketing can be identified by the following:
- Messages for the sake of advertising, rather than advertising with a purposeful message.
- Getting bang for your buck by including as many messages and topics as possible.
- Broad, mass-marketed messaging that spoke at people rather than speaking to an audience.
- Excessive print runs to capitalise on cheaper quantity costs.
People have changed (arguably more so in the past decade alone) and the conversations they’re having have therefore changed. Marketing is simply an invitation for conversation which means as language, social norms and daily life evolve, the roadmap to successful print marketing evolves too.
Modern print marketing that works focuses on:
- Using simplified messages that are clear and have a real purpose (as well as aligning with your larger objectives)
- Working with and compliments your digital marketing instead of competing with it.
- Speaking to audiences and aiming to facilitate a conversation.
- Printing on recycled paper and making it known to reinforce CSR (Corporate Social Responsibility).
If you’re not getting results from your print marketing, it’s time to assess whether you’re delivering what your market is willing to receive.