The Power of Print in Integrated Marketing

Sappi Fine Paper North America has unveiled an insightful publication highlighting the interrelationship between print and digital media. Called "Print &," it highlights persuasive study results showing how print drives return on investment (ROI) when used in combination with alternative media to create effective integrated campaigns.

Through independent research and compelling examples, "Print &" explores data on demographic preferences, emotional triggers and shopping behaviors that show how print creates an interactive, visually intriguing and tactile experience.

"For the past decade, the increase in digital advertising spend has led to assumptions that print would soon reach its demise, however, industry studies show that the opposite is true," said Patti Groh, marketing director, Sappi Fine Paper North America. "The fact of the matter is that while this industry is constantly evolving, print and digital are proving to be mutually supportive, and brand marketers are learning to play to the strengths of each."

Today's Marcom managers, ad planners and publishers have well over 100 media platforms to choose from—the growing majority being digital. According to a neuroscience study referenced in "Print &," however, print ranked as one of the highest mediums for emotional impact because the physical act of handling tangible material feels more "real," triggering emotional reactions which leave a "deeper footprint" in the brain.

Based on these findings, conclusions can be drawn that the brain associates the tactile quality of a printed piece with its perception of the brand; which explains why print remains a key medium for marketing campaigns that target high-end, high-value products or services.

The millennial generation is also more receptive to print than some might expect. Among 18- to 24-year-olds, 69 percent now say they prefer print and paper communications to reading off a screen. As shown in case studies and examples illustrated in "Print &," when marketers strategically leverage a combined approach of print and other media, it can produce the greatest return of marketing impact on dollars spent.

"The design industry has reached a turning point, and we are no longer constrained to only one platform versus the other," noted Kit Hinrichs, principal and creative director, Studio Hinrichs. "With innovations in printing and developments in new technology, we are now able to transcend the traditional method of thought and can truly start projects thinking in terms of the possibilities, not the limitations."