Dove Direct
Why You Can't Duplicate The Power of Print
Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Why You Can't Duplicate The Power of Print," examines the validity and strength of print while recognizing the downward trajectory of digital. Yes, digital provides quick, short-term bursts, albeit with life spans that quickly diminish due to scrolling.
For brands that opt to forgo long-term brand-building marketing strategies, preferring short-term digital tactics instead, find that the brand will have great difficulty creating brand equity and, for that matter, long-term returns.
Our Quote of the Day: — "In recognizing the humanity of our fellow beings, we pay ourselves the highest tribute." — Thurgood Marshall, US Supreme Court
Short term sales are a part of most business strategies; however, it is brand equity that raises the bar for future purchases and long-term viability. According to Helen Bazuaye, global editor in chief of IKEA magazine, "We were told repeatedly print is dead, plus it's expensive. Digital natives want stuff for free, so print is always going to be and seem a lot more expensive than a digital alternative. Digital can produce cheap, quick results. However, we're approaching the tipping point where mistrust and familiarity with digital are beginning to blunt its effectiveness."
Print is also able to provide marketers and advertisers with the ability to design outstanding creative. For example, Ikea produced an ad that required special treatment so that the advertisement could act as an accurate pregnancy test. The Ikea example represents a truly unique print advertisement tactic that cannot be replicated in any other format.
Flora Kessler, a strategy partner at Carat UK, added, "There's an element of creativity in print that you don't always see in digital. So much budget devoted to digital can soak up the creativity along the way. How do we bring the two together on a consumer journey? We've done a lot of work with Cadbury crème eggs that have crossed the boundaries of print and digital."
Another example is the KCF, 'FCK,' campaign that served as an apology strategy starting with print and subsequently transitioning to digital—demonstrating that a successful, well-executed print campaign can lead the initiative before a digital addition.
Conversely, we also contend that some product marketing efforts need not be led by print with groundbreaking creative. Products that fall into the staples category are sold based on everyday needs and have the propensity to sell themselves based on reputation and experience.
As a result, multichannel and omnichannel distribution models have entered the fray. As more marketers make the jump from a single channel to a multi/omnichannel strategy, opportunities arise for print and digital to complement each other. To quote a DRUM article, "I think we're being naïve to say that print can absolutely deliver things digital can't. That said, innovation doesn't always have to be digital; it's about being brave and finding the right role for print in the omnichannel mix. It's not a binary decision, so there's no point it speaking in those terms, 'print is better' here and so on." As recent reports suggest, brands will experience increased brand lift by opting to leave the single-channel mentality.
For brands that opt to forgo long-term brand-building marketing strategies, preferring short-term digital tactics instead, find that the brand will have great difficulty creating brand equity and, for that matter, long-term returns.
Our Quote of the Day: — "In recognizing the humanity of our fellow beings, we pay ourselves the highest tribute." — Thurgood Marshall, US Supreme Court
Short term sales are a part of most business strategies; however, it is brand equity that raises the bar for future purchases and long-term viability. According to Helen Bazuaye, global editor in chief of IKEA magazine, "We were told repeatedly print is dead, plus it's expensive. Digital natives want stuff for free, so print is always going to be and seem a lot more expensive than a digital alternative. Digital can produce cheap, quick results. However, we're approaching the tipping point where mistrust and familiarity with digital are beginning to blunt its effectiveness."
The Power of Print
While many marketers and brands acknowledge that print does not represent the top vector for large scale marketing, a reexamination of print's role in advertising and marketing campaigns is often under consideration. Print continues to offer strategic embedding of QR codes, cover wraps, and smart executions that allure prospects through sensory, tactile engagements.
Print is also able to provide marketers and advertisers with the ability to design outstanding creative. For example, Ikea produced an ad that required special treatment so that the advertisement could act as an accurate pregnancy test. The Ikea example represents a truly unique print advertisement tactic that cannot be replicated in any other format.
Flora Kessler, a strategy partner at Carat UK, added, "There's an element of creativity in print that you don't always see in digital. So much budget devoted to digital can soak up the creativity along the way. How do we bring the two together on a consumer journey? We've done a lot of work with Cadbury crème eggs that have crossed the boundaries of print and digital."
Another example is the KCF, 'FCK,' campaign that served as an apology strategy starting with print and subsequently transitioning to digital—demonstrating that a successful, well-executed print campaign can lead the initiative before a digital addition.
Conversely, we also contend that some product marketing efforts need not be led by print with groundbreaking creative. Products that fall into the staples category are sold based on everyday needs and have the propensity to sell themselves based on reputation and experience.
The Limitations of Digital
For the record, digital marketing is not going anywhere. It is a useful marketing tool for positioning in social media, blog posts, email, video, and the like. However, the sheer number of digital marketing assets that you must deploy to be competitive produces an unwieldy atmosphere that makes it difficult to achieve mass reach.
As a result, multichannel and omnichannel distribution models have entered the fray. As more marketers make the jump from a single channel to a multi/omnichannel strategy, opportunities arise for print and digital to complement each other. To quote a DRUM article, "I think we're being naïve to say that print can absolutely deliver things digital can't. That said, innovation doesn't always have to be digital; it's about being brave and finding the right role for print in the omnichannel mix. It's not a binary decision, so there's no point it speaking in those terms, 'print is better' here and so on." As recent reports suggest, brands will experience increased brand lift by opting to leave the single-channel mentality.
Measurement and Value
Digital, in part, is sold as a measurement tool that provides advertising and marketing accountability. On the other hand, print advertising has demonstrated for centuries that its value is easily understood and is straightforward. Row Draper, head of print media at The Specialist Works, states: "The empirical data exists to prove print ROI to clients. We need to get more serious about selling print on those terms."
The Net-Net
One of the most effective and valuable marketing tactics is print. While effective on its own, the role print plays in a multifold media mix can result in higher response rates. In the age of disinformation, fake accounts, and data breaches, print will top the list as the medium that one can trust, and that provides excellent value. Meanwhile, if digital continues to be a challenge, we can almost guarantee that print will become more powerful and more effective while generating the highest response rate over all other mediums combined. We hope we've given you information as to why print should be a part of the marketing strategy. Thanks for reading "Why You Can't Duplicate The Power of Print."
Let's have a conversation about integrated business solutions and how they can help grow your business, change behavior, and improve the customer experience. Join us at our next Open House. You can learn about our solutions, including direct mail strategies, printing, print software, transactional documents, variable digital printing, brand equity, and unified marketing collateral.
We invite you to join us for an hour or two at our next Open House on March 26, 2020, from 10:30am to 3:30pm. You can also tour our 58k+ Sq. Ft. facility and experience our vast array of state-of-the-art print, mail, and sorting infrastructure. Let us show you how to improve your document processes to optimize your workflow, reduce your costs, and maximize your organization's printing, letter shop, and mailing capabilities.
Dove Direct does have an official USPS certified bureau located within our offices that will save you time and money. And, if you bring us your files, we will create a demo file for you.
For more information, call Carla Eubanks at 404-629-0122 or email Carla at This email address is being protected from spambots. You need JavaScript enabled to view it..
Dove Direct, your Atlanta based print and mail solutions provider, offers organizations end-to-end data, printing, and mailing solutions: Data Management, Variable Digital Printing, LetterShop and Fulfillment, Fully Automated MLOCR Presort Bureau, Marketing and Production Management Support and Secure Data Life Cycle Management.
If you don't want to wait for the Open House, you can reach Dove Direct today by calling 404-629-0122 or use the Contact Form for Dove Direct.
About the author
Our Most Popular Posts
Dove Direct
24 January 2020
Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Print Industry Trends On the Rise," examines the latest print industry trends that are making a difference in 2020. The printing ...
Dove Direct
10 January 2020
Welcome to the Dove Direct Print and Marketing Blog. Today's post, "New Marketing Strategies for 2020," examines what marketers, digital innovators, and brands are now contemplating if they want to re...
Dove Direct
10 December 2019
Welcome to the Dove Direct Print and Marketing Blog. Today's post, "2020 Projected Print Marketing Trends," takes a look at the forecasted 2020 trends in print marketing. While some experts ...