Print media is still a leading force.
Technology within the media world is constantly evolving and audiences are looking for new ways to digest information more easily. This can often leave print media as a forgotten format.
At TMC we recognise that print media is still a powerful tool to engage audiences, regularly utilising this medium through our work with Medical Communications, Healthcare and Pharmaceutical organisations. Results and data from recent projects within events forums demonstrate that print media out-performs digital when focusing on the active engagement of delegates. Our daily newspapers at ESMO Congress’s across Europe, for example, received exceptional responses.
Print Media and Your Audience
Print publications are still the first choice for many within the ‘Generation X’ demographic (those born after WW2). Generation Y (those born between 1980 – 2000) have developed within a world where the internet has become their first choice for information, and Generation Z (those born after the Millennium) are so in tune with the digital revolution that they are often referred to as ‘the first tribe of true digital natives’. They are smarter, safer, more ‘savvy’ and want to change the world.
The understanding of this changing audience proves why it is crucial to evaluate your demographic as part of your communications plan.
The aim of your communications will always remain the same. To raise awareness of who you are, what you do, and why you do it. To build relationships and to develop a positive reputation in the eyes of your target market, you need to reverse engineer their experience.
Consider three key points:
- Where they want to be reached
- How they want to be reached
- Why you want to reach them
As we all absorb the ‘mobile-first’ way of life, the majority of PR has turned digital. Digital PR really is an exciting combination of traditional communications, content marketing, social media and SEO, however, it should be noted that there is still power in print.
There are a number of compelling reasons to consider striking a balance between digital and print marketing strategies.
Print marketing has been tried and tested over decades, fostering a reputation as an authentic and trusted marketing approach. Although digital marketing is quick, targeted, and cost-effective, it can also be impersonal and less memorable due to online platforms moving so quickly. As users, we have become so accustomed to absorbing adverts from within social media, they can easily become ‘wallpaper’ within the ocean of content that competes for your attention.
It is now also easier than ever to integrate physical and virtual interactions with your brand. For example, the use of QR codes within marketing has become increasingly popular, providing your audience with something they can simply scan through their mobile to reach digital communications, without having to remember URL’s or searching online first.
In summary, using diverse media types to bolster your omni-channel campaigns can help you to reach different audiences more successfully, resulting in more successful reach and engagement.