Digital marketing has its place in today’s marketing world but will never completely replace traditional printed media. Whilst digital may appear to be chic, modern and more easily measurable than print it is also not always appropriate.
GDPR
GDPR is the catchy abbreviation for the new data protection regulations and came into place recently when people’s personal data privacy started to be an issue and needed further protection. For many digital marketeers this became a huge problem as they were no longer able to continue using synthesised personal client data to structure and execute their marketing campaigns. This meant that business marketing as it had evolved, needed a re-think.
With these changes, traditional marketing is again being called upon as the method of choice to get a high quality, high value marketing piece in front of potential customers. An example of this is door drops and leaflets, both are GDPR friendly as you do not need to use data regulated by the new rules to send, and both are very effective marketing tools. Research has shown that 92% of respondents read door drop material delivered to their house and 59% visited a company’s website after receiving a door drop. What’s more, the Royal Mail’s research showed that 67% of people were prompted to make a purchase.
The Power of Print
You have probably heard the expression “Print is dead”, that is definitely not the case! Print is very different to digital media in many ways and it’s a tangible representation of your business. Using high quality paper and fine print can give the impression of prestige and quality, and with the physical item in your hands it is way more engaging for readers than an email or a pop up. Because of it’s physical appearance it can also suggest that the service you offer is valuable.
Words in print also have much more of a personal impact, there is a reason why people prefer reading physical books than words on a screen.
Portraying Brand Quality
In today’s society you expect to get what you pay for, if you pay more for a particular product you expect it to be of higher quality. That’s why it is sometimes surprising when companies choose to go for the cheaper options on print. If for example you are a luxury brand with luxury products, you wouldn’t market with low quality print as this would immediately lead consumers to feel that your brand was also low quality! High quality print inevitably is a little more costly than digital alternatives but the stats show that the expected ROI is far superior.
It is for these reasons that despite the huge uptake of the digital market place, traditional printers and print managers are confident about the future. However don’t think that digital media is about to disappear, because it isn’t. Digital media should make up part of a balanced marketing strategy alongside traditional printed media. So when you’re planning your marketing budget, be sure to determine what you want to achieve first and consider the traditional channels as a major part of your campaign.
Why choose Print Strategy Europe for your luxury printing?
We have been helping luxury brands create stunning printed material with beautiful finishes for over 22 years. We have a deep understanding of quality printing and luxury brand marketing, particularly luxury brands, which means our customers benefit from our expertise and experience and avoid all of the learning pains.
If your company is in need of luxury printing that says all the right things about your brand, then contact our luxury print team today.
