5 Reasons Why Commercial Printing Remains Relevant in the Digital Age

The dominance of digital media in the marketing landscape is hard to miss.  More than ever, businesses use social media ads, email campaigns, influencer marketing, and more to reach their audiences. It might seem like commercial printing is now old-fashioned in such a landscape, but this isn’t the reality.

The Value of Print in a Digital-First World

Commercial printing remains one of the most powerful avenues for reaching new and existing audiences. Savvy businesses still utilize it in their marketing because it complements digital strategies and provides that tangible, personal touch that, when executed correctly, is hard to replicate with any other medium.
Let’s look closely at five reasons why commercial printing is still relevant in the current digital age.

Reason 1: Tangible Impact Creates a Lasting Impression

Why Tangibility Matters

One of the greatest strengths of print media is that it’s physical. Every piece of print media in the hands of a prospect will grab their attention for some time, regardless of how short. That’s not the reality with digital media.

Many prospects actively scroll past digital marketing materials or ignore them in a sea of other competing online marketing messages. Print advertising requires 21% less effort to process than digital ads.

Still, the experience of browsing a catalog or a brochure triggers a strong emotional response in a way that marketing messages on screens can’t replicate.

Unsurprisingly, 70% of prospects can recall a brand they see in print, compared to only 44% for online media.

Examples of Tangible Print Media

Some of the most common examples of print media that businesses can leverage to connect with their target audience include the following:

• Business cards: These timeless branding tools are easy to carry around and share with prospects
  
• Brochures: These print materials are a visually engaging way to showcase goods and services to prospects.
  
• Flyers: These cost-effective print materials help spread the word about local marketing campaigns in a colorful format.
  
• Catalogs: These tools make exploring your business offerings leisurely rather than a chore.

Some businesses embracing commercial printing using brochures, catalogs, and other print materials include Apple, Ritz-Carlton, Patagonia, and IKEA.

Reason 2: Enhancing Brand Credibility and Trust

Print as a Symbol of Professionalism

High-quality print materials are one of the clearest markers of professionalism and impeccable attention to detail. There’s no better way to emphasize your brand’s commitment to quality than by handing a prospect a well-designed business card or a glossy, premium-finished brochure or catalog.

Businesses in real estate, fine dining, and high-end fashion have embraced commercial printing for their branding. Glossy magazines, colorful invites, and custom packaging play a crucial role in nudging customers down the funnel.

Supporting Digital with Physical Branding

It doesn’t have to be commercial printing vs. digital marketing. The best marketing results come from businesses supporting digital with print marketing. For example, your company can encourage more online shopping by including discount codes in direct mail campaigns. You can also include QR codes to lead your prospects to your website or social media pages.

Reason 3: Reaching Untapped Audiences

Bridging the Digital Divide

Businesses have to work hard to reach their target audience wherever they may be.

However, the challenge is steeper for brands working with people in older demographics or those trying to reach typical non-tech users. The bulk of this demographic prefers physical print.

According to the American Press Institute, 71% of those 65 and older prefer the ease of print, and 63% are likely to share what they read with others in their circle. Thus, print materials remain an invaluable tool for reaching audiences that are not fully online or those who simply prefer physical media.

Print in Local Marketing

Print media is a highly effective tool for local campaigns. Flyers, banners, and posters make it easier to reach specific neighborhoods.

Some examples of community-focused businesses using print include local cafés, fitness studios, farmer’s markets, and beauty parlors. These businesses use print materials to announce special events and engage existing customers.

Reason 4: Standing Out in a Crowded Digital World

Digital Overload Fatigue

Consumers are suffering from digital ad fatigue, which is why 64% of online consumers actively avoid ads. For this demographic, print media is a welcome relief. It’s no surprise that 82% of Americans welcome and trust print ads compared to only 25% for online pop-up ads.

Printed materials are so effective because they do not compete with other distractions on a user’s digital feed.

Creative Freedom in Print Design

Print also allows marketing teams to flex their creative muscles to the max. Unique textures, embossed finishes, and interactive elements can make printed materials more appealing. Conversely, digital designs must often follow stringent rules.

Reason 5: Unmatched Customization and Innovation

Advances in Printing Technology

Commercial printing is more accessible today because modern techniques such as UV printing, laser die-cutting, and large-format printing have made the industry more versatile. Businesses can create more high-quality, intricate finishes.

Eco-friendly printing options such as recycled paper and soy-based inks also make commercial printing more appealing to sustainability-conscious audiences.

Tailored Solutions for Every Business

Print marketing works well because it allows customization. Businesses can create unique campaigns, branded packaging, and other elements to meet the needs of a diverse clientele.

Real-World Examples of Successful Print Campaigns

Some companies have successfully integrated print into their marketing strategies. Top examples include:

• Nivea Men: Because Life Makes Wrinkles
  
• Coca-Cola’s “Share a Coke”
  
• Volkswagen “Think Small”
  
• Wendy’s: Where’s the Beef?

Why Businesses Shouldn’t Overlook Commercial Printing

Despite the dominance of digital marketing, commercial printing remains a powerful tool for brand visibility and engagement. Its tangible nature, credibility, and ability to connect with diverse audiences make it an essential complement to digital strategies.

To maximize the impact of commercial printing, start by assessing your audience to understand what resonates with them. Experiment with different formats, from brochures and banners to direct mail campaigns, to determine what drives the best response. Get creative with print design and messaging, ensuring that your materials stand out. Additionally, consider integrating digital elements like QR codes or personalized URLs to bridge the gap between print and online experiences. Most importantly, partner with a reputable commercial printing company that guarantees high-quality results and helps bring your vision to life.

If you’re looking for expertly crafted commercial printing solutions, Classic Printing & Signs is here to help. With top-tier printing technology, high-quality materials, and a commitment to excellence, we ensure your brand makes a lasting impression. Contact us today to get started!