Will the Internet Kill Print Advertising?

Internet marketing has raised questions about the value of printed advertising material. Online promotion through social networking or websites can be very effective, however traditional methods of marketing such as business card printing, is also necessary. A mixture of web promotion with materials supplied by printing services will ensure maximum exposure for a business.

Printed Material is Personal

Handing out business cards to somebody met at a social or business function is a personal way to initiate contact. It gives a human face to the business and establishes a personal connection with a potential client or customer.

Social networking or a web page can also be a useful contact point for a customer. However, it is anonymous. The people behind the webpage or post are unknown entities. For a consumer who wants a personal touch, the anonymity of the internet does not encourage further contact with the business.

Therefore there is a place for both traditional and modern methods of marketing in the business plan.

Printed Material is Portable and Accessible

Business cards, brochures and catalogues are more portable than internet pages. Although most people can access the internet through their phone, many cannot do so in places where there is limited access. Wireless access is not reliable and internet access is not always available.

Printed material is portable and not subject to the restrictions of technology. A business card or catalogue can be taken away to be read at a later date. Or can be read immediately if found at a waiting room or doctor’s office

Printed material can complement a web strategy and extend the reach of advertising.

Printed Material is Memorable

Well designed printed material with outstanding images and a unique logo is memorable. Web pages are often based upon a repeated template. If the web page is not unique, it will be scanned quickly and forgotten whilst the consumer heads to another site.

Printed material can be recalled easily and physically handled. When distributed by hand, it is associated with a human face or a memorable experience.

Printed Material is Cheaper

The cost of maintaining a web page is constant. The type of software used for the page must be updated regularly. The costs of a server and domain name have to be met either monthly or annually. This type of marketing is an ongoing financial commitment.

In addition, if a blog or social networking site is being used for marketing purposes, it must be periodically updated. It takes time and sometimes necessitates the employment of another worker. This adds to costs for the company. There are also technical issues involved in web based marketing which can eat into company time and profits.

Alternatively, printing services can provide printed material for a reasonable fee. Once a suitable design template is devised it can be reused regularly without much cost. Printed material does not involve ongoing technical issues and web based ordering services save time and money and allows employees to work productively

A combination of web based and print marketing is necessary for the modern business. Printed promotional material such as brochures and business cards are still necessary to ensure the widest reach of advertising. A sensible mix of both forms will extract the most from the advertising budget.