“Print is no longer relevant in the digital age”, they said. Well, there’s absolutely no truth in that statement. In today’s competitive era, the need of the hour is to break the communication barrier between you and your prospects. While there are several ways to achieve that, it’s quite possible that your target market has become saturated with never-ending online advertisements and email marketing efforts.
Despite embracing ‘digital’ as a powerful medium, there is an increasing need for physically-printed, tactile materials that offer prospects a brand engagement and experience that cannot be replicated online.
Thus, if you are currently obsessing over digital technology, it’s time to rethink your strategy as print media is more alive than ever and will never die.
In India especially, print media has always performed well. There are two main reasons for it – the supremacy of the written word and getting the newspaper right at our doorstep.
As per a recent report, it is expected that print media Ad growth will accelerate and achieve a growth of 6.2% in 2019 contrary to 5.6% in 2018.
India is one of the primary markets in the world where print still continues to be dominant and is growing in all aspects – circulation, readership and geography. Political campaigning because of elections and government spending is the other two reasons why print media ad revenue will increase in 2019.
If you are aiming at creating a lasting impact on your target market, here are five reasons that will clearly explain why print media should be an integral part of your 2019 marketing mix:
Instead of getting lost, how about resorting to new and uncommon advertising mediums and traditional means of communication? A study reveals that consumers today make their purchase decisions after coming across direct mail, circulars, paper cup ads and in-store flyers. The physicality of print media makes it more exciting than digital equivalents such as emails, apps and social media. When your target group gets something on paper, the touch and weight of it result in better brand engagement. Whether it’s Volkswagen’s ‘talking newspaper’ campaign or Godrej Aer’s ‘fragrance newspaper’, print media has always been able to grab the reader’s eyeballs.
If you still haven’t incorporated print media into your marketing mix, now is a great time to start. It’s a great way to create brand engagement and give your target group the chance to hold, touch and feel your brand.
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