Let’s face it: in some circles, the thought of printing materials for a marketing campaign in 2023 is considered quaint, if not downright old fashioned. Digital marketers can’t possibly conceive of the value of print; as far as they’re concerned, why spend the time and money to manufacture something when they can create web-based, e-mail, and mobile campaigns quickly, easily and cost effectively?
While it’s true that the concept of print does sound distinctly “old school,” it—like vinyl LPs—is gaining a new level of coolness and credibility. Thanks to steadily improving on-demand printing capabilities, production times have dropped to just days or even hours, and prices are now quite reasonable. As for quality, digital web-to-print output is every bit as good today as offset printing.
Print is also a great medium for supporting digital channels such as web and e-mail. Integrating printed materials with your larger marketing campaign helps you reach a broader audience while reinforcing the overall message—a real one-two punch.
When to Consider Print
In what situations might printed assets be more effective than digital assets for a marketing campaign? Actually, there are several. Here are a few examples: