Page 30 - Best Magazine Summer Edition 2017

ECONOMÍA Y FINANZAS
Is Print Dead? Not really BY: ROMMEL OCHOA
This question has been on the
table for more than a decade but there are few questions that as the digital world has gained every business has to answer first: ground in the brand marketing
mix of every business, large or small. •
• Shopper engagement: Print materials occupy the 3 top spots in shopper engagement (Nielsen Touchpoints Shopper Survey, 2014), furthermore, consumers are more engaged when reading printed material, unlike websites, which are often skimmed. A study shows that people read digital screen text 20% – 30% slower than printed paper. (Alshaali & Varshney, 2005)
• Tangibility: Brochures, sales sheets, flyers magazines and other printed materials are a physical thing. They stand out in a digital world because they are tactile and the sensory experience of reading print on paper is significant. Two Sides survey showed that 67% of respondents said they liked the feel of print media over other mediums
• Targeting: printing material can be delivered effectively to prospective clients or consumers through direct mail, events, stores or places where our target consumer would frequent
Throughout this time and still, print has demonstrated to be a relevant media for promotional and advertising • executions.
What does my business stand for? What is the positioning of my business?
The
ultimate
goal for
any promotional or
advertising plan is usually to strengthen • branding and increase sales, however, this is becoming more challenging
as there is more clutter, people are saturated by messages, and they are
all having less time in this fast moving world. So, how businesses stand out?
The answer goes well beyond
•
Depth: Print material is effective when further information needs to be expressed
30 THE BEST MAGAZINE WINTER 2016 - 2017
the scope of this short article,
What is my business objective?
•
Which is the single minded message my business needs
to communicate each time to potential
clients and consumers?
•
prospective clients or
consumers?
• When are the best connection moments to
reach them so they are most receptive to our message?
Which are the best channels to reach them?
Having said that, digital media has also many virtues, so for small businesses, combining digital and print marketing strategies seems to be the smart thing to do.
Here is where print becomes an integral part of the marketing mix because it has a few advantages over other media:
Who are the consumers or
clients that my business wants to reach?
• Where are my clients,
WORLD & PEOPLE ECONOMY AND FINANCE
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