Digital ads are overrated: Why print is the future of effective marketing

The really clever part is how printed advertisements combine your logo, fonts and colours with a strong image and clear message. You can achieve it all with basic typography, illustrations or photography so it isn’t expensive. 

 

You might not have a lot of space for your magazine advertisement – perhaps just a few square centimetres – but you can still make a big impact. The important thing is to create something specifically for your audience. 

 

With all the sound and movement available to include in digital advertising, why would you choose print? The answer is that a really good advertisement is simple and strong, so you don’t need the extras. 

 

Once you have an approach to your advertising that works you can keep building on it over time. You can use eye-catching images, thoughtful slogans, and interesting effects. Here are some approaches you might like to consider. 

 

Product features. If your business is fast food, for example, try introducing images that immediately make your readers think of speed like racing drivers or sprinters. Or blur images of your food as if it’s moving quickly. Your advertisement immediately tells your audience something about your food. 

 

Customer perceptions. Marmite’s ‘Love it or Hate it’ campaign is over 25 years old and is still remembered. It plays on a clear difference of opinion about whether Marmite is the best or worst thing someone’s ever tasted. Accepting not everyone will like it, these advertisements encouraged people to take part in the debate. 

 

Humour. It doesn’t work for everyone, but you can attract a lot of attention if you find the right approach. For example, looking at McDonald’s again, their ‘real’ milkshake advertisement shows a cow on a trampoline in a fresh green field. You have to smile. 

 

Price. Advertising about the price of your products or services doesn’t have to include special offers and promotions. One of IKEA’s key messages it affordability. It also highlights quality Scandinavian design. It created a series of advertisements highlighting the price of some top pieces compared with everyday household items. It’s impactful and persuasive too. 

 

Simplicity. Our mothers and grandmothers probably used Nivea night cream but that doesn’t mean it’s old-fashioned. To remain relevant for younger audiences the company used its familiar packaging to attract attention. The dark blue packaging on a dark blue background shows the contents as a pure white crescent moon. The only words are ‘NIVEA Night’ on the lid of the pot, but you know all you need to. 

 

Challenge. While it’s probably not a good idea to challenge a specific competitor, you can present yourself as an alternative. The coffee liqueur Kahlúa’s ‘Stir It Up’ campaign suggests ‘wine is boring’ and there’s a better choice for Friday night. 

 

Of course, you have more options with digital advertising but you also have more costs. At the same time, print advertising can reach audience groups that digital platforms might not. While more than eight out of 10 of us in the UK have social media accounts, we use them for all sorts of things. There’s a significant number of people who can’t or won’t view digital advertising. 

 

Well-designed print advertising builds recognition for your brand and your key messages. Rather than encouraging ‘clicks’ or ‘taps’ you’re making yourself memorable. It’s a very good way to connect an idea with your brand. Businesses that want to attract their local audience in a direct way often choose it. Print advertising is also generally associated with trust, making magazines an ideal choice to help build your credibility.