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18 January 2016 by Adam



Misinformation can lead to missed opportunities, and when it comes to print versus online, there is more confusion than most.
So what are the facts? We find out.

Myth One: ineffective

It’s often written off as ineffective and outdated especially in the modern digital landscape, but the print industry is still very buoyant and currently enjoying an unexpected renaissance.
According to the Post Office, 73% of consumers said they preferred to receive printed mail communications rather than email ones from the brands they were loyal to. This was followed up by a similar report stating that 67% said they liked the feel of print media over any other channel.
It does follow a definite logic, think about it, we are constantly exposed to digital communications at work, at home, mobile and TV, so when we receive a great piece of personalised print, it tends to be more impactful.

Myth Two: Can’t be suitably personalised

One of the biggest advantages of digital media, is the ability to update it quickly and individually. It is possible to totally customise what the consumer receives in terms of both naming, focus and influence. We’ve all seen ads that show us similar things we have been searching for.
The same can now be done very effectively with print. The massive increase in digital print technology now means it is possible to fully customise the appearance of the printed material in full colour and using the individuals personal details to create a truly unique and impressive experience.

Myth Three: Limited options

Don’t just stick to the standard formats. Be creative, think about the medium properly.
Try die-cutting for example, this lets you completely change the shape and format of your media. Changing the shape makes it easier to remember and harder to part with since it looks unlike anything else. The tactile feel of the print helps to create a stronger connection to your audience as it requires more of the bodies senses to interact with.
Try using special inks and varnishes too, embossing and stamping, again add that unique feel. Try comparing that with an email!

Myth Four: It’s not very Eco-friendly

The print and paper industry it has to be said did have a considerable impact on the ecological aspect, but it is often unfairly criticised for being harmful to the environment over the last few decades.
But now almost two thirds of all paper is recycled, we plant four times as many tress as we harvest meaning it is now a very sustainable and renewable resource. Surprisingly, print-based marketing has a smaller footprint than digital as carbon emissions are only produced once, not every time a digital device is used.

Myth Five: Printers, they are all the same aren’t they?

One common misconception is that you can get it from any source and it will be the same, however no two printers are ever alike. They all offer different processes and products, they also utilise different technology and equipment.
The best way to ensure consistency and maintain high quality across the board is to find a printer you like and stick to it.

Across all types of print, Nielsen Research found 90% of consumers say that they want to receive print marketing collateral, so with statistics like those, it’s wise to not forget about print to quickly. Any good marketing strategy is the one that covers all your areas of potential consumer interaction.

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