The power of print and print versus digital advertising is something we’ve been blogging about a lot recently. So, it was interesting to read that some of the biggest digital brands – Facebook, Google, Amazon and Airbnb, to name a few – have been using print as their preferred marketing medium. If you want to know why – or are wondering whether you should be doing the same – read on…
Print Week recently ran a very interesting article on the print activity of the world’s largest digital brands and the motivations behind it.
Facebook uses print to get people back onside
Following the Cambridge Analytica scandal, Facebook both advertised and apologised in numerous print publications. The Print Week article suggests that the reasoning behind this was partly to get the attention of audiences who weren’t used to seeing the Facebook brand in that arena, but also because there is still a perceived gravitas attached to print (as we wrote about in our recent blog). Facebook obviously believes in the power of print as it has also launched its first printed publication Grow aimed at business leaders, distributed in airport lounges and railway stations.
This can be translated to business at a local or sector-specific level. If you’ve always advertised in one medium, it can be worth trying alternatives – either to reach new audiences or to engage the same customers but in a different way that will recapture attention.
Google uses direct mail to grab attention
For some time now, Google has been sending direct mail to business owners detailing AdWords offers. Again, the Print Week article suggests that this may be due, ironically, to credibility. Most people recognise that the internet is not always the most trust-worthy place, whereas personalized mail or printed adverts are often seen as a more credible medium.
Amazon uses catalogues to increase sales
Capitalising on the end of Toys ‘R’ Us, Amazon will be printing and distributing a toy catalogue in the US. In addition, brands such as Airbnb and ASOS are also targeting customers with printed publications. As mentioned in our blog about the rise in independent magazines, we have a history of helping organisations with regular print projects – from newspapers, to brochures to catalogues.
Used together, print and digital are powerful partners
The article quotes Webmart’s Simon Biltcliffe who observes that while the cost of digital advertising is increasing, the cost of print advertising has decreased, predicting a ‘tipping point’. As we’ve written about before, you don’t have to choose between print and web. The results of using print and digital advertising together are speaking for themselves – from smartphone-scannable codes in printed adverts, to following-up on items left in online shopping baskets with targeted print.
Whether you are considering web or print campaigns, you will always need eye-catching design. Thankfully, not only can we help you with all three, but we can probably save you a significant amount of money thanks to our competitive prices and experienced team. Call us today on 0208 590 0922 or email us at info@marcomedia.co.uk