Print Is Not Dead: The Enduring Power of Print Marketing
In the ever-evolving marketing landscape, some experts argue that print is a thing of the past. However, the reality is far from that assertion. While the role of print has changed, print marketing remains a vital component of successful marketing strategies.

This article explores why print is not dead and how it can still play a crucial role in your marketing mix.
The Evolution of Print in the Marketing Mix
While print was once the primary medium for marketing, its role has evolved. Digital channels have taken the lead, but this doesn't mean print should be discarded. On the contrary, print complements digital marketing efforts, providing unique benefits that digital alone cannot deliver. Print has transitioned from being the dominant player to an essential part of a diversified marketing strategy.
Benefits of Print Marketing
Print offers numerous advantages that digital media cannot replicate. Here are some key benefits:
- Tangible and Memorable: Print materials are physical items that people can touch and keep, making them more memorable than digital ads that can be easily forgotten.
- High Engagement: People tend to spend more time with print materials, leading to higher engagement rates.
- Credibility and Trust: Print is often perceived as more trustworthy and credible than digital content, which can be easily manipulated.
- Targeted Reach: Print allows for precise targeting through direct mail, ensuring that your message reaches the intended audience.
Case Studies: Google and Facebook's Use of Print
Even digital giants like Google and Facebook recognise the value of print marketing. Their successful use of personalised print campaigns demonstrates its effectiveness.
Google's Personalised Print Campaigns
Google has been using personalised direct mail to promote its business services for years. One notable example is its use of print to promote Google AdWords. Google sends personalised kits and coupons offering $100 in free ads to encourage businesses to start using AdWords. Additionally, Google sends quarterly full-colour, personalised reports to its clients, providing detailed metrics on their advertising performance. This approach not only reinforces the value of its services but also strengthens customer relationships.

Facebook's Personalised Print Strategies
Following Google's lead, Facebook also incorporates personalised print into its marketing strategy. Facebook's print campaigns often include personalised URLs and QR codes, inviting recipients to log into personalised landing pages or complete online surveys. This multi-channel approach collects valuable marketing intelligence and offers personalised incentives to engage prospects.

The Power of Personalised Print
Personalised print is a powerful tool that adds significant value to marketing campaigns. By customising print materials to the individual recipient, businesses can:
- Increase Engagement: Personalised content captures attention and resonates more deeply with recipients.
- Enhance Customer Experience: Personalised print materials make customers feel valued and understood.
- Boost Response Rates: Personalised print often leads to higher response rates compared to generic print or digital content.
Integrating Print with Digital Marketing
The most successful marketing strategies integrate print with digital channels. Here are some ways to achieve this:
- Cross-Promotional Content: Use print to drive traffic to your digital platforms by including web addresses, QR codes, and personalised URLs.
- Consistent Branding: Ensure that your print and digital materials have a consistent look and feel to reinforce your brand identity.
- Multi-Channel Campaigns: Combine print, mobile, and web marketing to create a cohesive and comprehensive campaign that reaches your audience through multiple touchpoints.
In conclusion, print marketing is far from dead. Its role has evolved, but it remains a vital component of a comprehensive marketing strategy. By integrating personalised print with digital channels, businesses can enhance customer engagement, improve response rates, and build stronger relationships. Take a cue from industry leaders like Google and Facebook, and recognise the enduring power of print in your marketing mix.
Why is print marketing still relevant?
Print marketing remains relevant because it offers tangible, memorable, and trustworthy content that complements digital strategies.
How can personalised print enhance marketing campaigns?
Personalised print increases engagement, enhances customer experience, and boosts response rates by tailoring content to individual recipients.
What are the benefits of integrating print with digital marketing?
Integrating print with digital marketing creates a cohesive campaign, reinforces branding, and reaches the audience through multiple channels for improved results.
How do Google and Facebook use print in their marketing strategies?
Google and Facebook use personalised print to engage customers, provide valuable content, and collect marketing intelligence, demonstrating the effectiveness of print in their multi-channel strategies.
What are some examples of personalised print materials?
Certainly! We can accommodate requests for oversized wobblers to make your promotion even more eye-catching. Depending how large they are you may need a different print process or stock. Contact us to discuss your needs.
How can businesses start using personalised print in their marketing?
Businesses can start by identifying key customer segments, designing personalised content, and integrating print with digital channels to create a comprehensive marketing strategy.
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