Since the explosion of the Internet and the fast growth of social media in recent years, many companies have probably been wondering, “is print media still relevant in modern business”?
You can pretty much do anything on the Internet. Shop, socialise, date, watch movies, listen to music, research, learn – the list is never ending and growing all the time. But whether you want your business on the Internet or not, it is almost impossible to ignore the internet in this modern digital age. You have to be there.
However, there are some things the Internet just cannot replace. For instance, passing a business card to someone. Handing someone a leaflet. Being attracted to your station at a trade show because of your outstanding banner. The promotional graphics on your vehicle.
Print media has many advantages that still continue to flourish in this digital age, and look like they will continue to remain a fundamental part of business for many years to come.
Here are 5 reasons why print media is still relevant in modern business:
Never underestimate the power of having something physical in front of you that you can touch and feel. Magazines, newspaper etc. can stay in a house or office months or even years, Internet adverts are more transient. Although you can advertise online it’s often easier for someone to find your contact details on a business card than to have to search for it online.
It makes things feel a lot more legitimate having, for example, a good quality business card. It looks professional, established, that you are really who you say you are and a bricks and mortar business. Having e-mails, pop ups, add banners can make someone wary with so much spam and viruses all at a click of a button. It’s much more likely to get over-looked than having a business card or leaflet in front of you.
Printing logos on business cards, leaflets, brochures, stationery etc. also solidifies your brand identity.
Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. A study shows that people read digital screen text 20% to 30% slower than printed paper. (Alshaali & Varshney, 2005).
So an investment in producing a brochure, for instance, is likely to gain more engagement when in the right hands, than a website.
Placing an ad in the doctors or hospital for solicitors specialising in ‘injuries that weren’t your fault’ is going to be more effective than someone having to wait, research and find you online later on. Placing ads in publications such as speciality magazines can effectively reach that specific audience, that would be a lot more difficult to target online.
You can advertise a lot on the internet, on social media, business sites etc. But nothing beats physical advertising. Shop signs, outdoor banners, floor stickers, flags, all these things attract customers and draws them in to you, getting there and then business. This will get more spontaneous sales on top of normal business from people passing by. Even if it just promotes interest it gets your company noticed more than an ad on a website.