At the core, it all revolves around communication. We are still trying to communicate the same things:
- Persuading recipients to open our communication
- Encouraging people to read our relevant messages
- Convincing our target market to believe the point we are trying to get across
- Driving people to take action on our message
It's interesting to note a recent trend with many online retailers and other Internet-based businesses using print advertising to drive visitors and sales to their websites. Even Google uses direct mail. Online and print work well together when there's a solid strategy in place.
One of the unfortunate side effects of the digital age has been the exponential increase of spam and junk aimed at businesses and consumers. The low cost barrier to entry has encouraged irrelevant messages to fill in-boxes and clog the Internet with useless information. It turns out there is a cost to free.
The other negative side effect of digital delivery and the Internet has been to give equal footing to the useless and the idiotic. This makes the job of having your messages stand out even more difficult.
Whether you're writing an email, a web page, or social media posts, it's a struggle to be seen and heard above the massive onslaught of junk and spam in the digital wasteland of today. Ironically, the new additional marketing mediums of today have made it much harder, not easier to get your message across.
Despite the issues, digital is here to stay. But print is not going away either. There are strengths for both mediums. Smart businesses and marketers know that for any campaign to work as well as it can, there must be a combination of print and digital.
Using print and digital together is a lot like having a peanut butter and jelly sandwich. Sure, you can have one without the other, but it tastes a lot better when you combine the two.