For years, many have claimed that print is dead, replaced by the rise of digital marketing. But is that really true? Let’s take a closer look at both forms of marketing to uncover the truth.
Digital marketing includes email campaigns, social media, websites, and mobile apps. It’s fast, efficient, and a cornerstone of modern strategies. Print marketing, by contrast, encompasses materials like flyers, catalogs, postcards, and magazines. These tools, often underestimated, provide a tactile and memorable experience for consumers.
Here’s the reality: Print is far from dead. Instead, it thrives when paired with digital marketing, creating a symbiotic relationship that drives stronger results. Let’s explore how this plays out.
Does Digital Alone Work? The Evidence Says Otherwise
Research consistently shows that print marketing outperforms digital in key areas. A study by Robert G. Magee of Virginia Tech on university alumni campaigns revealed the following:
- Recall: 82% of recipients remembered the print version, compared to just 49% for the online version.
- Engagement: Print achieved a 77% open rate, far surpassing digital’s 49%.
- Preference: 63% preferred print, while only 26% opted for digital.
These findings highlight print’s ability to foster deeper engagement and longer retention compared to digital alone.
The Multi-Channel Magic: Adding Print to the Mix
The integration of print and digital creates a marketing powerhouse. For example, a multi-channel campaign by Kroll Ontrack used direct mail, email, and personalized landing pages to drive attendance for an event. The results were remarkable:
- 28.7% visit rate to personalized URLs
- 26.3% response rate with event registrations
- Attendance exceeding goals
This campaign demonstrates how combining tangible print materials with digital convenience amplifies overall effectiveness.
Bridging the Gap with Augmented Reality (AR)
Augmented Reality (AR) is redefining print marketing by bridging the gap between physical and digital. A case study of Nexos Latinos magazine shows how AR apps turned static pages into interactive experiences. This innovation led to a 156% increase in revenue from one advertiser and over 1,000 app views in the debut issue. AR demonstrates how print can evolve to meet modern consumer expectations.
Why Print Marketing Still Matters
In today’s hyper-digital world, print marketing offers unique benefits:
- Tangibility: Print provides a physical connection that digital lacks.
- Credibility: Printed materials convey trust and permanence.
- Emotional Impact: The tactile nature of print engages the senses and builds nostalgia.
- Longevity: Print pieces often last longer than fleeting digital ads.
- Less Competition: In a crowded digital space, print offers a chance to stand out.
- Personalization: Advances in print technology allow for targeted, custom campaigns.
How Town Money Saver Combines Print and Digital to Save You Money
The Town Money Saver magazine exemplifies the power of print marketing in today’s digital age. By delivering tangible coupons and exclusive offers directly to local consumers, Town Money Saver helps families save on everyday purchases. But they don’t stop there—Town Money Saver also integrates digital tools like their mobile app, making it easy to access savings anytime, anywhere. This combination of trusted print materials and convenient digital access ensures consumers get the best deals while businesses connect with their local communities.
Conclusion: The Symbiotic Power of Print and Digital
The idea that “print is dead” couldn’t be further from the truth. Instead, print thrives as a powerful complement to digital marketing. Together, they offer unparalleled reach, engagement, and results. In 2025 and beyond, marketers should embrace the synergy of print and digital to create campaigns that resonate, engage, and succeed.
Are you ready to harness the full potential of both mediums? The time to act is now.