Print in the Digital Age

Almost 5 years ago, we published a blog post called “Print Is Most Certainly Not Dead”, and we’re happy to report that this is still true. Half a decade later, let’s explore the role print plays in an increasingly digital world.

Back in 2020, our blog post explained that print exists in a range of forms, from business cards to billboards to packaging. Also, it showed that advertising literature is a more popular type of printed material than newspapers, magazines and books, and pointed out that print-based promotions often have a higher dwell time, return on investment, and conversion rate than digital methods of advertising. Going forward, this article will build upon the foundations of the original blog post, and see how print is holding up.

Why is print important?

As time goes on, the world is becoming increasingly digital, leading to some people believing that print has become obsolete, but this couldn’t be further from the truth. In fact, research shows that print advertisements are more memorable, trustworthy, and engaging than their digital counterparts.

The recall rate of print marketing is roughly 75% higher than that of digital advertising, and over 80% of people are more likely to trust print adverts more than any other type of advertisement. As far as engagement is concerned, print advertisements have a much higher likelihood of being opened than emails, and they are 9 times more likely to get a response than emails, paid search or social media advertisements. Print adverts are also useful for local businesses, thanks to the targeted reach that they provide, allowing for greater levels of community connection.

These factors mean that print adverts are more likely to be seen by potential customers, and once seen they are more likely to stick in a person’s mind, as well as prompt that person to engage with the business being promoted.

How is print used today?

This section will focus on the current state of a couple of types of print advertisements – direct mail and out of home (OOH) advertising.

In the final quarter of 2024, over 75% of mail (direct mail, door drops, etc.) was looked at, which is an all-time high since mail behaviour started being tracked by JICMail. One key reason for this is the importance of privacy for modern day consumers. Targeting for direct mail advertising is very privacy-compliant, making mail one of the most trusted channels for media, especially for younger consumers. Another point that has become more important in recent years is sustainability, which is often a key concern when discussing print. However, not only are many printed materials made sustainably, as much as 87% of discarded mail is recycled.

OOH advertising, which includes any advertising that is seen while a consumer is out (billboards, bus shelter posters, transit adverts, etc.), reaches roughly 80% of people living in Great Britain every week. Additionally, approximately a third of adults in the UK recalled seeing an OOH advert in the previous four weeks, showing how they are often very memorable. Traditional advertising methods, such as OOH, can be enhanced by digital elements, such as the implementation of QR codes. In fact, over half of marketing professionals surveyed said that ad campaign performance can be measured far easier when QR codes are utilised.

How can print and digital be used together?

As mentioned briefly in the previous section, print and digital advertising solutions can be combined to enhance campaigns.

One key method for the merging of these approaches is the use of printed materials to prompt the viewing of digital content. This can be done through the use of QR codes, as mentioned before, or by including discount codes in leaflets or mailed brochures in order to direct people to a custom landing page. The effectiveness of this technique is proven, with over 90% of people being driven to partake in digital activity as a direct result of receiving a piece of direct mail.

Additionally, an article from the British Interactive Media Association argued that print advertising can be used in tandem with digital solutions in order to reinforce both a brand’s messaging and visual identity, ultimately strengthening consumers’ loyalty to, and recognition of, the brand.

How can This is Fever help with print?

Our experienced design team are perfectly positioned to deliver a range of print and digital solutions, often combining the two to enhance the effectiveness of the projects.

Our work with Markshall Estate showcases where printed deliverables truly shine. We created a collection of print content, including brochures, signage and maps. We developed a cohesive look in keeping with Markshall’s existing visual identity, and applied this across all formats, allowing Markshall to maintain a consistent brand identity. Beyond working on print-only projects, the Fever team have also tackled mixed media projects.

This is evident in our relationship with Chelmsford City Council, which has resulted in multiple projects where Chelmsford City Council required cohesive sets of print and digital assets. Our multimedia campaign deliverables span from brochures to signage to social media content, all working together to consistently deliver their desired messages. For each project, we take care to ensure alignment in terms of visual identity and tone-of-voice, highlighting our attention to detail and proficiency with a range of mediums.

If you want to find out how This is Fever can help you to enhance your brand through the strategic use of print, why not get in touch?