Is print on its way back?

While our digital inboxes are flooded with advertisements, notifications and reminders, our physical mailboxes often echo empty. But is print advertising about to make a comeback?

Growing up, it was a given to see cardboard bags filled with magazines and direct mail at home. And after a quick flip through, they often turned into coasters for wet shoes or materials for craft projects. But with the digital revolution, marketers quickly shifted their focus to the more cost-effective and measurable digital channels. Print advertising was then drastically reduced. Now, however, we see signs that print is on the rise again.

The feeling is difficult to digitize

We've written before about digital fatigue and the longing for something more authentic. Print offers this - a tactile and emotional experience that digital media struggles to match.

Erik Wästlund, a researcher in psychology at Karlstad University, notes that we still process printed text better than digital text. Flipping through a magazine, feeling the texture of the paper and the smell of ink creates a deeper and more lasting connection to the content.

Print and digital in symbiosis

But there is really no reason to see print and digital media as competitors. On the contrary, campaigns that combine both have been shown to deliver significantly higher returns than those that are digital-only. Print works well both as an engaging force in the early stages of the customer journey, and to reinforce the loyalty of existing customers.

A clear example in B2B is Maersk, the global transportation and logistics company, which, despite its strong digital presence, invests in printed customer magazines. "The 'Maersk Post' is sent to customers, partners and employees and offers valuable information on the company's services, industry trends, innovations and sustainability.

Through its physical mailings, Maersk has strengthened its position as a knowledge leader in logistics and created deeper relationships with its customers. At the same time, they are integrating the magazine's content into their digital platforms, creating a seamless synergy between print and digital. This increases both the reach and engagement of their message and builds long-term customer loyalty.

Holistic approach

Print may not be back on the scale of direct mail's heyday, but the days of relying solely on one channel are over. With so many impressions we are exposed to on a daily basis, it's hard to determine which specific interaction was the most decisive - was it the podcast commercial, the LinkedIn post, or the newspaper ad you hastily skimmed? Most likely, it is the sum of all - the whole - that led to decisions.

By leveraging the unique benefits of both print and digital media, and understanding where in the customer journey each channel does the most good, we as marketers can create a cohesive strategy. A strategy where every interaction builds stronger relationships with customers and offers a more rich and engaging experience.