What Is Print Marketing in the Modern Era?

While the world views all things digital as exciting and trendy, you can’t argue the effectiveness of print marketing. Turning to this form of advertising is like calling a long-time, reliable friend: You know they’ll always answer and you can pick up right where you left off. It’s still a useful tool in this tech-driven era, but print marketing looks a bit different than it did in its infancy — and there are a lot more ways to track its effectiveness. 

Curious how you can adapt this traditional marketing type for today’s modern audience? We’re going over best practices to help you excite and engage people with physical advertising like never before. 

What Is Print Marketing? 

Print marketing is a type of marketing that reaches target audiences through printed formats such as:

• Brochures and flyers: Used to provide detailed information about a brand, product or event. 
• Business cards: Compact introduction of a professional with contact information and branding. 
• Posters and banners: Large-scale visuals used for advertising in a public space.
• Direct mail (postcards, catalogs and newsletters): Sent directly to individuals to promote special offers or updates.
• Magazines and newspaper ads: Placed in print publications to reach a targeted audience. 

While you might view advertising media like magazines and newspapers as irrelevant, they’re still around for a reason. That’s because even in the digital age, print marketing remains relevant; it offers tangible, high-impact brand visibility. It also helps round out your marketing strategy, complementing your existing advertising efforts and uniquely reaching your target audience. 

Print advertising has a sort of nostalgic feel, taking us back to the “good old days” when the internet wasn’t even a twinkle in Tim Berners-Lee’s eye. From Volkswagen’s 1960s “Think Small” and “Lemon” campaigns to Apple’s simplicity-focused 1977 marketing brochure announcing the Apple II computer, there are dozens of campaigns that changed the marketing environment forever. 

But the golden age of print marketing isn’t finished. Even a popular advertising approach like guerilla marketing often uses print marketing in some way. There are still tons of memorable examples of print marketing produced daily, showing off just how timeless and effective this type of ad can be. For example, the Adidas: Forever Sport double page spread used the fold to make the models appear like they’re doing crunches, lifting weights and stretching.

Another out-of-the-box use of print marketing was done by Ogilvy and Mather in Colombia to promote Carulla Knives. They created a series of ads showing images of fish and veggies diced up between the columns in the newspaper — cleverly reimagining the classified ads. 

Print Marketing and Digital Marketing: How Do They Compare? 

Yes, both print and digital marketing are crucial, but where does one type end and the other begin? 

Like the name suggests, digital marketing is any type of advertising effort that involves the internet and/or digital devices. Print, on the other hand, is almost everything else. Both can work together in a campaign, such as using a print ad to drive traffic to a website. 

So, how are they similar?

• Both methods aim to increase brand awareness and visibility.
• They can both be measured, but with different methods.
• You can tailor messaging to specific demographics, whether through direct mail targeting or digital ads. 
• Well-designed materials in both formats can establish a brand as professional and authoritative. 

In a 2016 survey conducted by MarketingSherpa, 82% of consumers said they trust print ads more than any other type of advertising. Surprisingly enough, search ads clocked in at 61% while only 25% of respondents claimed to trust digital pop-ups. Whether this sentiment still stands today remains a mystery, but it highlights the importance of utilizing print marketing where relevant. 

Why Print Marketing Works

If you already have a thriving digital marketing strategy, you might be wondering if print marketing is even something you need. Well, we believe it is! Here’s why:

Tangible and Memorable Products 

The physical nature of print marketing tends to stick with people, creating a strong and impactful impression. Plus, your audience can hold onto direct mailers and magazines, especially if they’re well-designed and offer relevant information. 

Builds Credibility and Trust

We’re not saying the internet isn’t credible — Brafton is extremely pro digital marketing! However, the long history and tradition of print media often translates to higher trust and credibility among audience members. 

Less Digital Competition

People are bombarded with all types of marketing at all times of the day. On the other hand, personalized printed items provide a customized, unique way to connect with people, helping you stand out from the crowd. 

High Engagement Rates

While not all people take the time to look through their mailboxes, the Data and Marketing Association found that direct mail achieves a response rate of 4.9% for prospect lists and 9% for house lists. These rates are higher than email, paid search and social media. 

Targeted Distribution

Like email marketing, where you have a list of contacts, print marketing for products like magazines and other direct mail also includes targeting specific people based on demographic and geographic information. This enables you to reach the most beneficial audiences. 

Enhances Brand Identity

Good marketing content — whether online or physical — will boost your brand awareness and set you up as a credible and trustworthy company. People place high value on consistency and quality, making print marketing a golden opportunity to improve loyalty and retention. 

Complements Digital Marketing

The right marketing strategy will ensure all your efforts work together cohesively. Your print materials and digital marketing can work in tandem, reaching people across the customer journey to point people toward one goal: converting. 

How To Reach Your Target Audience Through This Marketing Method

This method works, but only when you take a strategic approach. Take a page out of the print marketing playbook and test out some of these popular print campaign types:

Direct Mail

Personalization is key when it comes to direct mail. Send postcards, brochures and catalogs with the recipient’s name and tailored offers. Plus, add a QR code to drive engagement and track response rates. 

Business Cards and Flyers

Hit the pavement by handing out high-quality business cards at networking events, conferences and trade shows. Also, place flyers in strategic locations like coffee shops, community boards and local businesses. 

Branded Merchandise and Promotional Items

Print your logo and messaging on useful items like tote bags, notepads and pens, getting your brand in front of people repeatedly for maximum exposure. Get your social media platforms involved by posting a giveaway for high-quality branded items and gift cards to local businesses.

Brochures and Catalogs

Choose publications that align with your target audience and invest in attention-grabbing visuals and headlines to start the conversation with potential customers. 

Coupons and Special Offers

Include printed coupons and discount codes in direct mail, boosting either in-store or online purchases (whatever your brand hopes to achieve). Track results by using unique codes for different campaigns, identifying what’s working really well and what might need some work. 

The Best KPIs To Track for Your Next Print Marketing Campaigns

Just like digital marketing, tracking key performance indicators (KPIs) for print marketing campaigns helps measure effectiveness and optimize future efforts. 

Here are the main metrics to monitor:

• Response rate: Measures the percentage of people who take action after receiving your print material. 
• Conversion rate: Tracks how many responders complete a desired action, such as making a purchase or signing up.
• Cost per acquisition: Calculates the total cost of acquiring a customer through your print campaign.
• Return on investment: Compares the revenue generated from the campaign against the total cost.
• Customer lifetime value: Estimates the total revenue a customer will generate over their entire relationship with your brand.
• Foot traffic (for local businesses): Monitors the increase in in-store visits linked to your print materials. 
• QR code or URL tracking: Measures how many people scan a QR code or visit a specific URL.
• Call tracking: Identifies the number of calls received from print ads using unique phone numbers.
• Social media or email engagement: Tracks any online interactions driven by print marketing efforts. 
• Coupon or promo code redemption: Measures how many individuals used a printed discount offer to make a purchase. 

Tips and Tricks for Successful Print Marketing

Want to create memorable print marketing material and find success with your target audience? It starts with having a plan and ensuring your efforts will help achieve your goals. Follow these tips for your next campaign:

• Define clear goals: Identify what you want to achieve — brand awareness, lead generation, in-store visits or sales. Align your KPIs with your objectives.
• Know your target audience: Understand your audience’s demographics, interests and pain points. Choose print formats that best resonate with them (e.g., postcards for local promotions, catalogs for product showcases).
• Tie eye-catching design with engaging copy: Use high-quality images and engaging visuals. Ensure a clean layout with easy-to-read fonts and a strong contrast between text and background.
• Use high-quality printing materials: Premium paper, finishes (matte vs. glossy) and embossing can enhance credibility and perceived value.
• Craft a strong CTA: Make it clear and compelling (e.g., “Call Now,” “Claim Your Discount,” “Visit Our Store”). Create urgency by using time-sensitive offers.
• Integrate with digital marketing: Use QR codes, custom URLs and social media handles to drive online engagement. Combine print advertisements with email marketing and retargeting ads for a multi-channel approach.

In a digital-first world, create memorable print marketing materials that will make people stop in their tracks and truly connect with your brand. Plus, it pays to have another avenue to reach people in case your online marketing efforts have lost their shimmer. 

Just be sure that no matter how your audience interacts with your brand, it feels familiar and comfortable, like grabbing coffee with that bestie who always has your back.