Marketing continues to grow in importance with each passing day. Such is the trend that things like search engine optimization, social media campaigns, and website improvement are just as important as a business plan. However, this fervor surrounding digital platforms can make it seem that other forms of advertisement and customer outreach are obsolete. For example, the printing market is still relevant, as evidenced by the growing number of franchises offering such services. is an example of one such franchise offering opportunities to investors, a testament to the relevance of the printing market.

Many businesses still rely on printing despite having an online presence. 

Print Marketing Gets Results 

Direct mail is still one of the most effective ways through which businesses get new clients and build more trust with existing ones. This explains why direct mail accounts for billions of dollars in advertising costs. Despite the ubiquity of social media platforms and other digital avenues, things like direct mail continue to hit a chord with customers because it seems more personal. This also explains its high open rates. This means that marketing efforts through direct mail will likely get a high response rate due to its personal touch aspect. Statistics also indicate that customers that open direct mail are much more likely to make a purchase.

Direct mail is but one of several types of print marketing.

How Such Printing Makes its Mark

While the online space has had its share of success, an often-overlooked aspect of it is the concept of click-baiting. This is the use of misleading and overblown headlines to grab a reader’s attention. Much like the “low-balling” technique used by sneaky salesmen, misleading headlines are part and parcel of most digital advertising platforms. While some form of sensationalism is beneficial, most marketers go overboard, thereby undermining the trust of many potential customers in their brand. A major reason for the prevalence of such practices on many digital platforms is that marketers know how quickly the bounce rate is for content that doesn’t grab people’s attention. 

Print marketing doesn’t rely on such techniques. This is because most businesses that rely on print have established a reputation for themselves. The fear of losing that reputation means they’re more about providing value than simply grabbing attention with misleading headlines. A good example of how print continues to leave its mark is with magazine publications. Many have struggled to keep up with online publications in their niche. After all, anyone with internet access and some writing skills can set up a formidable website that can compete with an established magazine, thanks to the internet. Many such magazines have learned that to keep their readership, providing value is the way. One way they do this is by providing depth. For example, instead of simply writing an article that ranks well by utilizing SEO tricks, such magazines provide an in-depth analysis of an issue in a way that their readers can appreciate and relate to. Many readers are willing to pay good money to subscribe to such magazines.

Signage continues to be indispensable to many businesses. This is also another area where print continues to make its presence felt. A supermarket, for example, will need good signage on its premises to ensure that isles are properly labeled to enable customers to find their way around. Of course, such signage needs to look professional. Printing enterprises are the ones to provide such signage.

Print also continues to leave its mark through product packaging and labeling. Regardless of how much influence a business has online, it’ll still need printing services for its product’s packages. For instance, a tactile embellishment is a form of embossing that utilizes 3D elements to make a logo or any product label stand out. This is one of many ways in which print continues to be indispensable despite the increasing influence of digital media.

Print and the Digital

It helps to think of print as supplementing what the digital world does and not competing against it. It’s not an “us versus them” situation. Both can thrive concurrently, at least for most businesses. An online t-shirt distributor, for instance, may rely heavily on its online presence to build its brand and drum up more business. However, they’ll still need printing for their t-shirts and things like business cards.

In a nutshell, every printing service a business uses helps to increase the importance of print. It’s unlikely that this trend will go away any time soon.

By Manali