Print still works today: Why brochures and the like still have a right to exist
In the digital age, in which social life is increasingly taking place on platforms such as Facebook, Instagram and the like, many marketing drivers are moving ever further away from print and towards online or digital advertising. Despite the increasing focus on online campaigns, we want to show that print products in particular should not be forgotten and still have a right to exist. Of course, as a result of increased awareness of waste prevention and recycling, printed products are being produced and distributed less and less. Especially among the younger target group, print products are already being rejected occasionally so as not to produce additional paper waste. Nevertheless, advertising materials such as brochures, flyers, business cards and print ads offer advantages that are not available in online forms of advertising.
Of entertainment and information
If you look at the different worlds that can be found online and offline, a clear difference can be seen. In the digital online world, information should be easy to find and concise so as not to distract attention from the actual goal — entertainment. Especially on social media, people are looking for distraction from their lives, they want to be entertained and informed about easy topics. However, anyone looking for well-founded information still frequently uses offline or printed sources today. Be it books, encyclopedias, newspapers or even printed advertising material. The printed form ascribes greater importance to them in terms of depth and information.
Print as a generational problem
In addition, older generations and people aged 50 and over are still the best to reach with printed products. Although Internet usage figures are steadily increasing even in these age groups, the majority of information is still acquired from offline products. This is primarily due to the fact that printed content is attributed significantly more credibility than digital content. Due to the longer production time, the content appears better and more carefully selected and therefore promises greater quality.
The mix does it
In order to address a wide variety of people and a rather broad target group with your advertising measures, it is recommended not to completely refrain from using printed advertising material today. Printed products and advertisements can be physically stored and viewed over and over again, making them significantly better reminders than digital advertising media. True to the motto “out of sight out of mind”, advertisements received on the Internet in particular are often quickly forgotten or completely ignored and clicked away from the outset. Overall, the skilful combination of print and online offers the best chances of success. For example, printed brochures and advertisements can be supplemented and linked with further information in a QR code to build a bridge between traditional and modern advertising media.