Print & Online - a coordinated symbiosis brings success
Advocacy for Print
Hand in Hand of Print and Online
In an increasingly digitalized media world and the resulting flood of information, it is becoming more and more difficult for marketers to efficiently reach target audiences. That is why it is important to also leverage the potential of traditional media.
Today, digital communication is at the forefront. Instead of writing letters, we send emails, books are read on tablets, and we access newspapers online. The popularity and use of digital channels are increasing significantly. This poses challenges for many companies. These firms are considering relying solely on online communication. Is that justified?
Either Print or Digital
Many companies face this question when it comes to communication. As if there were only one possible way. And yes, there are companies that want to communicate exclusively digitally. However, we believe that there is no need for an either-or decision. Because print is not dead. On the contrary, both forms of communication have their own advantages. So let's leverage both potentials and focus on cross-media communication.
The best of both worlds
Cross-media communication refers to the coordinated communication across various channels. The content is used in both digital and printed forms. Additionally, the preparation tailored to the publication channels provides a customized and coherent presentation. The goal is to address and inform users as purposefully and contextually as possible. The marketing mix becomes more diverse.
Online communication alone has clear limits
Digital communication is very popular due to its fast and location-independent availability. Another advantage is that, thanks to search engines, people who were not previously aware of the company can also become aware of communication channels. Technically, digital communication offers new possibilities for conveying information. Animated graphics or videos can be integrated into communication tools. However, there are also disadvantages. The flood of emails is enormous, so the message is often overlooked and simply gets lost. Or the message may not get through at all due to spam filters. There is a risk that the information may not reach the target audience at all.
Print communication is equated with quality
In printed communication, the senses are engaged. It's not just about the actual content, but also about the tactile experience. The user holds something in their hand, allowing them to truly feel the communication. This influences the impression that the communication leaves behind. Additionally, printed content is binding and thus appears much more trustworthy than its digital counterpart. These factors are particularly relevant when communicating with important target groups such as investors, analysts, and journalists, for example in business reports, studies, investment or luxury goods, as well as during product launches.
Target group-specific communication
When the various communication needs of target groups are identified, it will be found that these are often age-dependent. While Baby Boomers and Generation X show an affinity for print, Generation Y and Z do not engage much with printed communication. The smartphone is so omnipresent among the younger generations that print is insignificant to them, aside from popular flyers.
Print as a welcome change
Studies from the USA show that Millennials buy books more often than e-books. News is also regularly consumed in printed form. The reason is that they spend a lot of time looking at screens. Jaded by the information overload on their laptops or smartphones, printed information on paper receives more attention than one might expect.
Ideally communicate through both print and online
All of this does not mean that online sources of information are losing relevance. It shows that print is still meaningful. The demand for one does not exclude the demand for the other. Ideally, a company communicates with its target audiences both digitally and analogously, which increases the chance that the message will actually reach them through the appropriate channel. This underscores the great potential of cross-media communication sustainably.
Conclusion
There is no right or wrong when it comes to Print vs. Digital. It is the significance of the measure in the marketing mix and in the customer lifecycle, meaning the purpose of use as well as the objectives associated with the advantages and disadvantages of the different channels that determine whether to choose the Print or Digital format. This is how one becomes cross-media. As a full-service agency, pdc Marketing + Information Technology AG offers both customized services from the print and digital sectors.
About pdc Marketing + Information Technology AG
The pdc companies offer a wide range of services, technology, and tools in the areas of management consulting, marketing technology, digital services, data management, market research, IT solutions, and contact center services. Our own unit network, along with complementary companies, supports you in the implementation of complex projects. Connections and exchanges with universities deepen our know-how and transfer, respectively combine, theoretical knowledge with practice.
Stefan Isliker, CEO ¦ pdc Marketing + Information Technology AG
Study results
«Screen Fatigue»
According to a study, in 2024 the average daily screen time on internet-connected devices is nearly seven hours. Since the pandemic, screen time has significantly increased. Due to the excessive consumption of content on a screen, many consumers suffer from what is known as "Screen Fatigue" and desire a break from the digital world.
Source: https://explodingtopics.com/blog/screen-time-stats
Credibility of Print
Content marketing aims to build a long-term relationship with customers. In this context, establishing trust is central. A study by MediaCom shows that seven out of ten people trust print magazines more than social media. Additionally, the "MACH Consumer 2016" study found that advertising in trade magazines, newspapers, and journals was considered the most credible. The higher trust in print can be attributed to its format. Printed content is final and cannot be edited afterward. In this sense, readers assume that printed content is based on thorough research by experts and is therefore reliable. Furthermore, printed materials have gained a certain level of credibility and respect over the centuries, which further enhances their reputation as a source of trustworthy information.
Source: https://wemf.ch/de/medienstudien/intramediastudien/mach-consumer/
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