Do paper and print really have a place in today's digital society?
In an era where digital technology completely dominates our everyday lives, it is easy to think that such an «old-fashioned» medium as printed matter is obsolete. For there is no doubt that digitalisation has changed market communication dramatically, and digital marketing accounts for an ever-increasing share of both activity and budgets. Nevertheless, we see that printed brochures, posters and other printed matter still have an important role to play in marketing and communication – often in combination with digital versions.
Indeed, there are many reasons why printed matter still very much alive and kicking – even though many in the 2000s predicted that the paperless society was just around the corner. Fortunately, they were wrong! Let's take a closer look at some of the unique properties that printed communication possesses, which digital can never replace.
1. Provide tactile experiences
Printed matter provides a unique experience that digital media cannot recreate; it is literally felt in the fingertips. Paper, textures, colours and scents create a tactile experience that speaks to our senses in a more direct way and therefore affects us more strongly than digital media. Holding a beautifully printed brochure or an elegant business card in your hands gives a sense of something authentic and lasting. If the goal is to make a lasting impression on the recipient, printed matter is therefore a safe bet!
2. Creates a credible impression
In an age when we are flooded with advertising and information in digital channels – and where «fake news» and artificial intelligence also make it difficult to distinguish true from false – printed matter is instead perceived as something more credible and reliable. It is simply a type of marketing that is less intrusive.
A professionally printed catalogue with a great design signals that your business cares about its customers and wants to give them something exclusive and lasting. It also shows that you invest time and resources in presenting your message or information in a thorough and thoughtful manner. This helps to build trust with potential customers or partners.
3. Has longer reading time than digital media
We have become used to scrolling until our thumbs dislocate, but do we actually take in much of what flashes past on the screen? The consumption of digital content is often disrupted by notifications, open tabs, ads that suddenly pop up and hyperlinks that take you away from the page you are trying to read. Print ads cause less of this cognitive stress and allow the reader to immerse themselves undisturbed in the message. In fact, studies show that printed matter has four times longer reading time than digital ads!
4. Gives increased visibility
Printed material acts as a physical representation of your brand. They are brilliant to hand out to potential customers at places like trade fairs or in-store. Even if you have a digital product catalogue, we reckon a lot of customers will appreciate being able to take home a physical copy that they can flick through. There is a reason why virtually all estate agents still swear by printed property particulars!
5. Complements the digital presence
Fortunately, it is not an «either-or» choice. Printed materials do not need to compete with digital media, but should instead complement them. An integrated marketing strategy that combines print and digital channels is the most effective approach! By using print to drive traffic to your website or social media profiles, you can create a seamless and holistic experience for your customers.
New times – new needs
The print industry is constantly evolving – and you have to stay on your toes to match customers' needs at all times.
Printed matter is still relevant, but often in a different form than before, explains operations manager Eirik Rasmussen.
– The trend is that there are fewer of the traditional jobs such as ring binders, black-and-white copying, large print runs of heavy reports and other documentation.
However, the demand for printed materials such as perfect-bound reports, brochures and posters is high, and here CopyCat continues to capture market share.
– We are getting increasingly busier within this segment of our regular production, but the greatest growth we see is in the demand for our new services such as labels, promotional items, trade fairs/events, interior branding, and more, Eirik explains.
He also notices that customers are more fussy than before.
– Our customers increasingly want bespoke solutions that often require that little extra, not only in terms of quality and craftsmanship, but also regarding service and production time, concludes Eirik Rasmussen, Operations Manager at CopyCat.
Do you need help creating the perfect brochure, catalogue or leaflet? At CopyCat, our heart has beaten for printed information and marketing materials since 1997 – get in touch, and we'll find the best solution!
