While the marketing world got caught up in the digital frenzy, did we lose sight of our most reliable friend – print?
With the surge of digital, every headline pushed marketers into a FOMO frenzy with ‘print is dead’, ‘print versus digital’, ‘digital advertising spend is on the rise’ despite understanding the basic premise: digital remains a small ad spend when compared to overall investment in established medias. As marketers we also forget our powerful print friend who has delivered strong brand identifiers, trust and tactile engagement let alone ROI and ad recall.
According to Marketing Sherpa, 82 percent of internet users trust print ads when making a purchasing decision, that’s more than any other channel. Despite the advancements of new medias, print still holds its place in the marketing mix with three key pillars forming the foundation for its success.