Think digital but stay committed to print

The advertising business has seen a sea-change. Print and billboard advertising, which used to have a major share of the advertising budget, are shrinking. Brand owners and marketers are looking at cost-effective social media and digital channels, which has become the norm now. But, as users of social media and digital channels, do we really value the pop ads that we see from time to time? Most probably, all of us would say ‘No.’ Our first reaction is to close it ASAP.

That is why people want digital privacy and hence the data protection regulations came into force. Now, companies find it difficult to send mails and online messaging on a mass scale. It is now time for brand owners and marketers to rethink about their marketing strategy.

Think again. When you are driving on the road and you are waiting at a traffic intersection. At that time, if a billboard is visible to you, you actually take a note of that. You can’t just push it away – it is there, standing right in front of your eyes.

Is print making a comeback in a big way? Well, in this digital age, when you receive a printed communication, you actually look forward to see what’s in there. It is because while your email boxes are bombarded with offers et al, you receive printed communication only if it is directed at you personally. That’s the difference print makes in our lives!

So, the value of print is becoming apparent again. It is its tangible quality that sets it apart. You can see it, touch and feel it and even keep it for future reference. A beautiful piece of print is often stored for its high production value. You just don’t want to throw it away because it is so appealing!

It is time for brand owners and marketers to think digital but stay committed to print as well. Even in this digital age, the highest share of marketing budgets is TV and newspaper advertising – the age old methods of advertising are still very successful and important.

So, in this New Year, here’s wishing you all a very successful Happy Print Year.

Sonal Khurana
sonal@smediagroup.in