Paper or digital: When to choose print for your communication strategies
In the digital era, paper still has a prominent place in communication strategies. Where digital channels offer speed and interactivity, print captures attention in other ways. The key to effective planning, then, rests in the balance between the two formats. But when should you choose print?
The sensory impact of paper: A lasting connection
No pun intended, print leaves a real mark on your target audience. It creates a physical, sensory experience that digital just can’t match. A carefully designed catalogue, a useful brochure, or a specialized magazine elicit greater emotion and higher engagement.
Moreover, a Canada Post study reveals that printed mail stays in memory 70% longer than digital advertising. In the same vein, but across the border, a study conducted by the United States Postal Service (USPS) notes that 36% of people less than 36 years old look forward to finding something in their mailbox.
Additionally, during an event, a printed leaflet may be a tangible souvenir from a real-life experience, thus reinforcing a brand’s impact. For businesses that want to make an impression and reinforce their reputation, paper remains a powerful ally.
A driver of credibility
Paper media is often seen as being more reliable: Print provides a feeling of substantiality, of professionalism, and of longevity. Contrary to digital content, which is sometimes ephemeral and can get lost in the inbox, print transcends time and continues to be referred to long after its initial publication.
A winning combination
Far from conflicting with each other, paper and digital complement each other.
A QR code in a publication can direct readers to a website, a paper catalogue can encourage an online purchase, and direct mail can be reinforced by a targeted digital campaign. By combining the strengths of both formats, companies maximize their reach and their effectiveness.
You haven’t seen the last of print !
Well integrated into a communication strategy, print remains a powerful driver of engagement and loyalty. The bottom line? Find the happy medium between paper and digital to maximize the impact of your message.
Did you know ?
Reading something on paper improves retention of information by 20 to 30% compared to reading something onscreen, according to a study published in the Journal of Research in Reading? What’s more, paper reduces eyestrain and promotes better concentration than screens do!