Could This Be The End of Print Marketing?

September 20th 2012       Sally Ormond       Marketing, online marketing, the end of print marketing

Over the years the trend for many companies has been to move more and more of their marketing activities away from print in favour of digital formats such as websites, emails, e-newsletters, QR codes, video or social media.Farewell to print advertising

Although brochures, leaflets and other print marketing still holds a valid place in your marketing armoury, you do begin to wonder how long that will remain so.

After all, consumer behaviour would suggest they will soon become a dim and distant memory, just like the pound note and vinyl.

Consumer dictation

If we look at the music industry as a case in point, we all started off buying tapes and vinyl singles. Then the new kid on the block arrived, the CD. Now, they too have been overtaken by iPods, MP3 players and downloadable music.

The same is happening to books.

As a lover of a real book, I vowed never to go over to the digital side. But, about six months ago I did the unthinkable and invested in a Kindle.

Why?

It’s more convenient, fits in my hand bag, takes less room in a suitcase and I can read a book within seconds of downloading it.

That illustrates how consumers are embracing new technology and paving the way for change simply by accepting it.

More and more people are engaging in online shopping rather than hitting the High Street, online banking, video calling, and social media – so perhaps the era of print marketing is drawing to a close.

The only way is online

With the search boom continuing offering businesses a global marketplace for their products, perhaps their budgets would be more wisely spent on search engine optimisation, professional copywriters, mobile websites, video and social media.

It would certainly appear that the effectiveness of print adverts is dwindling. So is this the beginning of the end?

What do you think?

Leave a comment below, I’d love to hear your views.

Tags: Marketing, online marketing, the end of print marketing
Share this post:
Go to top

Comments (3)


Tracey Dooley 5 years ago.

I think print marketing will always have a part to play. It works well as a *pre-sales* approach to engage with potential customers, for example. And it definitely can be used to lure prospects to specific online sites (like, for instance, when the latest The White Company catalogue slips through my letterbox...it almost always gets me to open up the laptop and click on their website). FWIW, I can't see myself ever replacing books with a Kindle...I just like the feel of books, and turning over good pages for future ref! ;0

5 years ago.

Hi Tracey, my guilty pleasure is the White Stuff catalogue! I hear what you're saying about the Kindle, I felt exactly the same way until I weakened and bought one. It certainly frees up room in the suitcase and fits snugly in my handbag :-) Mind you, every now and then I do buy a proper book just to get my tactile literary fix :-)

Roland Farfan 5 years ago.

From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. It is the process of communicating the value of a product or service through positioning to customers.-..`-