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Monday, 10 October 2016
Is Print Relevant in the Mobile World?
printed paper is still being used everywhere. This blog takes look at the way
printed media is strongly moving forward at a time when mobile devices are
dominating the business world.
Data Corporation mobile sales have increased by 13% with 341.5
million shipments in the 2nd quarter of 2015 . Printed media volumes have without doubt been affected by
this mobile revolution and industry analysts believe that this trend would
surely kill printed media. Mobile devices have replaced printed paper in lots
However, printed media is still alive and is strongly moving
ahead. According to a survey conducted by Document Solutions Company
Nitro, 99% of employees review documents on printed paper at some point in
we still print?
still print in a world with mobile devices for various important reasons. How
much relevance each of the following reasons holds can be debated but all of
them give paper a place next to mobile devices.
While browsing the content of a webpage, most people skim through the page in 10-20 seconds. However, printed marketing material keeps readers more engaged. If the design is attractive and the content is informative, people tend to read through it and even keep it with them for further reference. To discard the material, readers have to put in some effort as well.
documents are more legible and easier to read. This is especially true with
long documents. Medical studies report that reading long documents on a
computer monitor strains your eyes. It also causes fatigue and stiffness.
documents offer portability to readers. You can take them wherever you go.
While it is possible to carry digital documents on a tab or a laptop, not
everyone has this luxury.
document is no match to a printed material when it comes to quality and
appearance. Based on the type of paper and ink, print materials acquire
elegance and style.
hand over an attractive brochure to a potential customer, it creates a huge
impact on the reader.
Being a physical thing, a printed
document can be touched or felt. This physical presence makes a huge impact on
the readers. It brings more authenticity to the company branding. Moreover,
printed materials stay for days and months in houses and offices, acting as a
reminder. This is in contrast to digital notes which disappear within seconds
behind windows and in various Apps.
A printed document can be easily
shared with others. Imagine you attend an event and meet new prospects. Instead
of asking them to email you or visit your company website, it is easy and
effective to hand over an attractive brochure or a flyer. You also don’t have
to worry about whether the document you are looking at on your device looks as
good on another device. If the recipient can read and understands your language
a printed document will work without compromises.
At times, you need to simultaneously
check multiple documents to find specific information. This becomes difficult
while working on a computer. Printed documents allow you to easily cross check
It is easier to make annotations on a printed page when compared to Word or PDF files. You can write in the margins, take notes, underline, highlight or strikeout a piece of content and quickly mark all the changes required.
browsing the content of a webpage, most people skim through the page in 10-20
seconds. However, printed marketing material keeps readers more engaged. If the
design is attractive and the content is informative, people tend to read
through it and even keep it with them for further reference. To discard the
material, readers have to put in some effort as well.
the gap between Print and Mobile Digital Media
devices are not a threat to the printing industry. Businesses can integrate
both to achieve better results. For instance, you can place QR codes on the
printed paper to create cross media campaigns to engage with your clients and
prospects on the many different communication channels.
when readers scan the QR code, it would take them to your company website or to
a specific page that you want them to visit. Or you can use document management
so ware to digitise your documents. While digital files can be used online,
printed paper serves offline purposes.
It is a
proven fact that businesses that adapt changing technologies stay ahead of the
competition. Mobile technology is not excluded. Mobile devices are taking over
some of the roles that printed paper had but there are many good reasons why
people still print. The best strategy is to integrate print and digital media
to make the best of both worlds.
Direct mail is also not dead as this article attests
to.It is an important part of the
marketing mix that, used intelligently, can produce amazing returns on you
Yes, your data lists need to be accurate, your
content relevant, your offer attractive and call to action clear and easy to
do, but direct mail works.
If you need any help or advice in delivering
direct mail campaigns and integrating them with your mobile marketing
and CRM systems give me a call on 0333 012 4867 or email me
P.S. Just one last thought. Despite our
apparent reliance on our digital devices the number of new magazines being
published is increasing , so maybe print is more
relevant than we think.