We are a plugged-in, broadband, wi-fi nation. Our smartphones are glued to our hands. You can be scrolling through Facebook on your tablet with the television providing a background wash of dancing light when *bzzzt*, your pocket vibrates to tell you that a friend wants you to sign an e-petition. The industrial world of our grandparents has gradually morphed into an increasingly digital world. “Embrace the new,” we’re told. “Don’t get left behind.” What place does print have in this brave new world?
The Place of Print in a Digital World
Print has long been a versatile medium and it has certain qualities that make it desirable in a world where we are bombarded by electronic noise. A new business is going to find it hard to survive without encouraging traffic to their website. Online advertising and social media campaigns can contribute to that traffic, but these are most effective when used in conjunction with print. Research conducted by meta-analyst Peter Field suggested that when print was involved as well as an online component, sales increased by 27%.
The Mantlepiece Effect
Where print really wins out over electronic communication is with the so-called mantlepiece effect. Cards, letters, brochures and postcards are tactile and durable. If an item of direct mail looks interesting, the customer will hang on to it. An email may look interesting, but it soon falls down your list of priorities as your inbox fills up.
When it comes to considering the relative benefits of print and digital, it is definitely not a case of one or the other. The two are complementary and a modern business needs to know how to combine the two to achieve the maximum impact. At Colour Print we have competitive prices on a large range of printed products. See our website for details or call us on 01603 488001 for a quote.
