In today’s digital era, many businesses are turning to internet-based marketing. However, print media is still needed as a promotional medium. Several large companies still use print media as an integral part of their marketing strategy. For example, high-end fashion companies often use advertisements in fashion magazines to maintain their exclusive image. The automotive industry also often uses detailed brochures to provide in-depth information about their products to potential customers. These companies understand that print media provides an experience that cannot be completely replaced by digital media. Therefore, promotion through print media still has its own relevance and importance.
Reasons why promotion with print media is still important in the digital era:
1. Credibility and Trust
Print media such as newspapers and magazines are still considered to have higher credibility. Printed information tends to be seen as more trustworthy because it goes through a rigorous editing process. Many consumers still trust the information they read in print media compared to digital media which is often filled with fake news and unverified information.
2. More Specific Market Segmentation
Print media allows for highly segmented promotions. For example, advertisements in special magazines can reach audiences who have certain interests, such as fashion, technology or health magazines. This allows companies to target very specific and relevant audiences to their products or services.
3. Durability and Accessibility
Printed materials have longer durability. Brochures, pamphlets or catalogs can be saved and read again at any time by consumers. This is different from digital advertising which is often fleeting and forgotten. In addition, print media does not require electronic devices or an internet connection to access, making it more accessible to all groups.
4. Strong Visual Impact
The design and visual quality of print media is often better and attracts attention. Print advertising allows the use of high-quality images, attractive layouts, and paper with textures that provide a more immersive visual and tactile experience than digital advertising.
5. Lack of Distractions
Digital advertising often interrupts the user experience with pop-ups, automated videos, or ads that get in the way of content. On the other hand, advertisements in print media do not bother readers. They can consume information at their own pace and convenience without distractions.
6. Complementary Digital Strategy
Print media can be an effective complement to a digital marketing strategy. Combining print and digital promotions can create a more holistic marketing campaign. For example, using QR codes in print ads that direct readers to a company’s website or social media, or multi-platform campaigns that leverage the power of each medium.
Even though digital media is increasingly dominant, promotions using print media still have their own relevance and advantages. Credibility, ability to target specific audiences, durability, visual impact, and lack of distractions are some of the factors that keep print media important. Therefore, smart businesses will consider integrating print media in their marketing strategy to achieve more optimal results.
In this era of intense communication media that relies on everything digital and social media, it is easy to connect us to promotional media. Even so, the role of print media remains an important choice for promoting a business. Promotions using print media provide a different experience for each consumer.
The world of printing continues to develop and adapt to changes to improve print quality for your business needs. Print media also provides valuable information as a marketing tool to attract consumer interest and develop your business.
What makes print media still needed?
People still use business cards as identification, even though smartphone users are almost 90%, many business people who are still expanding their business networks still use business cards. Moreover, business cards can be used to build branding for a company, with key visual logos, colors and textures that can give a special impression to colleagues who receive them.
People who read print media and information media through physical objects give a more informative and close impression. Someone can come into direct physical contact. We can flip through the pages, the smell of paper gives a special impression.
Reading news and information in print media is friendlier to your eyesight, it is known that digital has blue screens and radiation signals which are not good for eye health
Some people think that digital technology develops without control, so that the public receives a lot of news. Therefore, people think that print media is more credible, because print media is made through multiple checks
You could say that the online and digital world may be developing very rapidly, but that doesn’t mean it can get rid of the print world. The existence of print media actually complements the shortcomings that do not exist in online media.
