Print Marketing In The Digital Age: The Value It Can Add To Businesses


Print media is here to stay, says Forbes Communications Council. Despite the spend on digital marketing by Nigerian businesses surpassing $108 million in 2018 and being projected to hit $ by 2020, print marketing continues to be favored by businesses. In 2017, brands in Nigeria were spending less than 2 percent of their budget on digital marketing. Young consumers continue to support digital ads, and although the industry and consumer tastes have evolved, there is still an unmatched value that print and content marketing can add to a business’ ad campaign. Whether it is due to the challenges of digital marketing in Nigeria and the rest of Africa, or the unparalleled benefits print marketing, here is what the inclusion of print can do for a business’ campaign even when internet speed tests show connectivity is improving.

Boosts Your Business’ Creditability

Making customers feel valued and special helps to create a relationship and foster trust. This, in turn, equates to customer loyalty. Businesses such as mSurvey recognize that customer loyalty should be of utmost priority, since it costs about five times more to attract new customers than it would cost to retain existing ones. With the personal opportunities afforded by using print media, you can build your loyal bases and in turn boost your business’ creditability in the industry. Word of mouth from previous customers can influence up to 83 percent of purchases.

Expands Your Target Audience & Maximizes Impact

Every business wants to maximize their reach in order to get the most from their advertising campaign, including the largest target audience possible. Print is still favored among some demographics of the market, such as certain age groups. In Medialogic’s 2018 Senior Media Habits Study, it was highlighted that 34% of seniors read at least one magazine per day. Print marketing is one of the most highly recommended strategies when it comes to marketing for seniors. The right combination of print and digital marketing will appeal to both the tech savvy and the tech adverse. One example of how this can be employed is when a business opts to use OnlineStamp to print postage stamps online, and use these to address handwritten notes or follow up correspondence and offers to customers. Having an inclusive campaign means more potential customers and a better bottom line.

Makes It Personal

One of the criticisms of digital marketing and technological revolution in business has been that it can make a business seem impersonal. While it is a great avenue for reaching customers, it also forgoes the personal touch that comes with in-person and in-store service. Customers value a personal experience, and print media can add this to your campaign. It opens up opportunities to show customers the face behind the business, and can be done with small touches, such as adding a handwritten note to a customer in their newsletter or invoice.

For any business’ marketing strategy to succeed, the answer lies in achieving the right balance for their market demographic. To do this, the business must first understand their customers. One thing is certain: including print in the ad campaign can help the business achieve its marketing goals.