Gather round, children. Make yourselves comfortable, because we’re going to tell you a story.
Long ago, there was this magical thing called the newspaper. These were large stacks of paper put together, and printed on them are news stories, sports scores, celebrity gossip, and advertising!
Ok, we’re exaggerating a little here. But seriously – show of hands, when was the last time any one of you touched a newspaper, let alone paused at the sections where there were advertising?
Without a doubt, the digital age has revolutionised the way we consume content. From news articles to social media feeds, everything seems to have migrated online. And with the rise of smartphones and tablets, the convenience of digital content has become unparalleled. So, is print truly dead?
Not quite.
While the digital landscape has certainly dominated the market, print media still holds its own. In fact, there’s a resurgence of interest in printed materials, particularly for niche audiences and those who appreciate the tactile experience of holding a physical book or magazine.
Here’s why print isn’t entirely obsolete:
Nostalgia: Many people have a deep-seated emotional connection to print. The smell of old books, the feel of crisp paper, and the ritual of turning a page can evoke a sense of nostalgia and comfort that digital content simply can’t replicate.
Tangible Value: Printed materials are seen as more valuable and collectible than digital content. A limited edition book or a vintage magazine can be a prized possession, passed down through generations.
Quality and Craftsmanship: High-quality print materials, with attention to design, typography, and paper selection, can offer a level of craftsmanship and attention to detail that is often lacking in digital content.
Focus and Engagement: Printed materials can provide a more focused reading experience, free from distractions like notifications and pop-ups. This can lead to deeper engagement with the content.
Sustainability: While digital content has its environmental benefits, printed materials made from sustainable sources can also be eco-friendly.
So, how does print matter for marketers?
Engagement
Compared to the nature of email marketing, a direct mailer goes straight into the consumer’s hands, creating greater engagement and memorability, even if the consumer chooses to trash the mailer in the end. Statistics show that print has a higher brand recall rating of 77%, versus digital media, with a rating of 46%.
Digital Fatigue
The saturation of digital content could create a niche for print media. With 97% of Singaporeans owning a phone and consuming content online, getting a piece of print media in your hands could actually be quite a special experience.
QR Codes
Be it the pandemic or the ever-rising digitisation of how we interact with the world, QR code has risen in popularity. Almost everyone has a QR code reader installed in their phones. Plus, most phones come pre-installed with one, so it ultimately makes sense to slap a QR code in your print media. This creates better engagement and sends the consumer into the online space you desire.
Meeting Millennials
Millennials are a special breed. They are those who have straddled the divide between the analogue and digital age. So it makes sense that they still hold an affinity to print. In fact, a Gallup report stated that almost half of all Americans around the age of 30 look forward to mail. And it makes sense to target this group and their growing spending power.
Conclusion? Print still matters
Even in the digital age, there’s still a place for print. Creative agencies can leverage print to create unique and memorable experiences for their clients. Whether it’s a beautifully designed brochure, a limited edition magazine, or a custom-printed product, print can be a powerful tool for storytelling and brand building.
As designers and marketers, it’s important to understand the strengths and limitations of both digital and print media. By combining the best of both worlds, we can create engaging and effective campaigns that resonate with audiences across all platforms.
From print to digital screen, we’ve got what it takes to make your brand grow!
At I Concept Singapore, we as a fully integrated creative agency are specialised in helping your brand reach hearts and minds, not just in the outdoor space, but in the digital sphere as well. Our expertise ranges from branding in Singapore, digital marketing, web development and design, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape. Our team of experienced creatives can help you develop a strong brand identity and create marketing campaigns that deliver exceptional results.
Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative OOH campaigns. By working with a creative agency like iConcept, these businesses can develop compelling brand strategies and create visually striking outdoor advertisements that resonate with their target audience. Apply for the PSG now to kickstart your digital marketing journey with I Concept.
Contact us today!
