Assessing the role of printed materials

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In today's dynamic marketing landscape, the decision to print collateral is significantly influenced by several key factors, including industry dynamics, target audience preferences, and overarching marketing strategies. Understanding these considerations is essential for businesses aiming to make informed choices in the evolving media environment.

The nature of the industry plays a pivotal role. Some sectors, like luxury goods or certain traditional markets, still value the tangible and tactile nature of printed materials. In these cases, print collateral can convey a sense of exclusivity and craftsmanship that aligns with the brand image. Conversely, industries with a strong digital presence may find that online channels are more effective in reaching their audience.

Print versus digital

The target audience is another critical aspect. Different demographics have distinct preferences for consuming information. While younger, tech-savvy audiences might prefer digital platforms, older demographics or those in specific niches may still appreciate and respond positively to printed materials. Understanding the demographic profile of your audience is crucial in tailoring your marketing approach.

Strategic assessment

The overall marketing strategy must be taken into account. A well-rounded marketing plan often involves a mix of both digital and print elements. For instance, a brand may use digital channels for widespread reach and engagement, while leveraging print materials for more personalized, targeted campaigns. The synergy between these approaches can enhance the overall effectiveness of a marketing strategy.

Assessing your print and digital needs

Evaluating the role of print materials is essential for a well-rounded marketing strategy. From understanding your target audience's preferences to examining the nature of your business and crafting a marketing strategy that aligns with your print needs. Ensure that if you do decide to print, your print materials resonate effectively with your audience and contribute to your overall marketing goals.

1. Target audience preferences

  • Consider the preferences of your target audience. Some demographics may still prefer tangible, printed materials, while others may prefer digital content.

2. Nature of business

  • Certain industries or businesses may find printed materials more effective. For example, luxury brands or businesses focusing on high-end products/services may benefit from the tactile and visual appeal of printed materials.

3. Marketing strategy

  • Your overall marketing strategy plays a crucial role. If your strategy involves a mix of online and offline channels, printed materials can complement your digital efforts.

4. Cost considerations

  • Evaluate the costs associated with printing versus digital distribution. Printing can incur expenses for design, printing, and distribution, while digital materials may have lower distribution costs.

5. Environmental impact

  • Consider your company's commitment to sustainability. Printing materials have an environmental impact, and some businesses choose to emphasize digital alternatives for eco-friendly reasons.

6. Measurability

  • Digital materials often provide more straightforward metrics for tracking engagement and effectiveness. Consider whether easy measurability is essential for your marketing objectives.

7. Flexibility and timeliness

  • Digital materials can be updated more quickly and easily than printed materials. If your information changes frequently, digital formats may be more suitable.

8. Integration with technology

  • Explore ways to integrate printed materials with technology, such as QR codes linking to online content. This can provide a bridge between print and digital strategies.

9. Brand image

  • Consider the image you want to portray. In some cases, high-quality printed materials can enhance the perceived value of your brand.

10. Distribution channels

  • Assess your distribution channels. If you primarily engage with your audience through in-person events, trade shows, or physical locations, printed materials may have a more significant impact.

11. Assess demographics

  • Certain age groups or industries may favour the tangible nature of printed materials, engaging specific segments.
  • Tech-savvy demographics may lean towards digital, prompting material adaptation.


In conclusion, the decision to print in today's environment requires a careful examination of industry-specific dynamics, target audience preferences, and overall marketing strategies. By considering these factors, businesses can make informed choices that align with their budget, and brand objectives and effectively reach their intended audience.

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