Is Print Media Dying?

Many talks have been coming up for quite some time. Whether the talks be like “have we advanced too much in the tech phase?” or “print is so old school”, you can observe that print is somehow dying in the midst of all the high-tech marketing strategies that has come up as the years progressed. The reason for that is that a lot of times, you see a ton of fliers lying around, brochures being thrown on the trash at parks, digital mail cards being discarded once you pick it up from the mailbox, and a lot of other things to prove that print media is really on the way to extinction.

Print media has always been a stable content medium for marketing. It’s actually in the midst of a big resurgence, wherein almost everyone seems to be rethinking of redirecting all of the marketing efforts to digital content. Print marketing has been with us for many centuries. Print lends an enduring advantage over digital formats which are considered to be more temporary. Modern print design makes use of much advanced printing technology, and much better printing materials which result to high-quality goods that you can’t stop yourself from looking at when you see them on the streets, on the doors and walls and even in the bathrooms and transportation system. At most, nowadays, there are even bolder ventures when it comes to printing materials used. Whether it is murals on the walls or on the floors, or even on the side of high buildings, whatever material they use, and different people are being innovative so that this marketing line is not pushed to rest. There is one that is standing out now, called 3D printing. Many different materials can be used for 3D printing, such as plastic, polyamide or what we call nylon, stereolithographic materials or epoxy resins in layman’s terms, silver, titanium, steel, wax, photopolymers and polycarbonate. These might sound like gibberish to us, but to the people who mastered printing; these are their bread and butter.

While the “print is dying” talk on the grapevine has greatly increased, the effectiveness of most of the different kinds of print formats have also greatly increased. Brochures, catalogs, signs and banners, and direct mail postcards has much better chances of reaching out to the correct target market, which companies view as being more effective. Also, there are still a whole lot of people left who appreciate something they can hold and read without having to open their phones or tablets, plus the fact that print has already expanded their resources when it comes to printing materials.

Bottom line, is print dying? Print isn’t going anywhere. Looking at numbers, there are still thousands of printing presses and small business that cater to that, whether it those teams that create billboards, the ones that make brochures and catalogs, those that do direct mail cards, they are stable. Their sales are strong and are gaining more than average return on investment. Print will always remain a very effective marketing tool. Whether in the past or today, it will always stay alive because it can be complemented and supplemented with digital marketing efforts with minimum additional investments.

What Lies Ahead

Digital artists and graphic designers both use their artistic abilities to deliver ideas through art. Some even say that these two are exactly the same. Come to think of it, really, they require the same knowledge and skill, but somehow these two have severe differences. For someone who wants to help out a kid going into college, I got asked what the future holds if they take either digital design or graphics design. I stopped, stepped back, and wondered. You know what? The kid’s right. Now, she got me confused, too. More importantly, do I really know what I am picking out?

As you all know, the background of digital artists require creating designs as well as animations that are found in digital formats. When you specialize in this field, here is what your job entails:

  • Storyboard creation
  • Design and animation editing
  • Meetings with clients and co-workers
  • Information research for projects

Graphic artists, on the other hand, develop ideas that are used on websites or printed in magazines, advertisements and brochures. Their main objective is to market products and generate public interests through the designs they come up with. It’s a lot harder, since they need to create a design specific to what the client wants to market. They are the artists that are used to working on more than one project at a time, which requires high level time management and above average organizational skills. When this is your chosen field, here are your job responsibilities:

  • Logo creation
  • Layout designs
  • Design Presentation
  • Design Review before printing

There really is not that big of a difference. These two types of artists need high level creativity and excellent artistic abilities. They also utilize the computer to create their masterpieces, so mastery in the different programs is a must. Both occupations rely on feedback from their clients and supervisors alike, so as to ensure that the output fits the project perfectly and are done correctly.

Now that I am enlightened by this information, as I told her, I will also tell you. Before you choose between these two disciplines, weigh first your interests and skills. If you are fond of developing websites and computer coding, graphic design may suit you best. On the other hand, if you are more of the drawing, illustrator type who is fond of creating animations, then digital artistry is your best bet. Which one are you?

VIRAL VS WORD OF MOUTH

Marketing is a big key to how a business will boom nowadays and there are two main types of marketing that are very effective. Let us get to know more about these 2 top honchos.

Word-of-mouth marketing is when a business does something, and their consumer tells five to ten friends. Word-of-mouth marketing has an echo effect. The initial sound is loud, and then it fades into the background. Word-of-mouth marketing is a key component to the growth of a small business. It’s often word-of-mouth marketing that keeps small businesses running in the early days of operation when there is little to no marketing budget. The consumer shares their experience with your products or services, and they share it with their family and friends. It increases your consumer base and increases your sales.

To succeed in branding, you must understand the needs and wants of your customers and prospects. You can achieve this by integrating your brand strategies throughout your company at every point of public contact. Think of branding as though your company or organization were a living, breathing person. Imagine this person explaining who they are, why they’re valuable, and what they specifically have to offer. As consumers begin to identify with you, your brand will live in the hearts and minds of customers, clients, and prospects, and they’ll connect on an emotional level.

It’s important also to realize that the success of a viral campaign depends on the vehicles used to transmit the message. There are companies that are more virally equipped than others. To create a strong viral link, the message must be able to transport from television advertising to radio and other extended means of broadcasting to the power of the Internet. Here are some sample scenarios.

Starbucks
Starbucks depends on word of mouth for their marketing; you will find that they avoid the transactional advertising in favor of word of mouth marketing. They invest in their social media programs to further the word of mouth push and encourage customers to comments and share.

Red Bull
You’ll see very little when it comes to advertising when it comes to Red Bull, they focus more on driving word of mouth through event marketing. One prime event that does well for them is the Red Bull Wings Team. This group drives around in Red Bull brand vehicles sharing samples of Red Bull.

Coca-Cola
Remember the HillTop ad that Coca-Cola did? If not, perhaps the lyrics will spark a memory – “I’d Like to Buy the World a Coke.” Is the song stuck in your head? This jingle had the whole world singing, and if that weren’t enough, it was recently revisited on the Mad Man series that had everyone humming it again. The song spoke of unity and tolerance, and as consumers, we gravitated to it and shared it.

Dove – Choose the Beautiful
This was a campaign that showed a viral video of a woman walking through a revolving door that said either “average” or “beautiful.” This campaign appealed to the emotion of women, it was relatable, and women shared it. In the process, it taught the meaning of “true beauty.” It wasn’t about advertising product; it was about sharing a message everyone could relate to.

In conclusion, the major difference between word-of-mouth marketing and viral is that word-of-mouth is often driven by you the marketer or business owner and viral marketing is driven by the passion of your consumers and its success does not depend on you.

BRANDING — IN THE MODERN AGES

Decades ago, branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements, that distinguish one company, product, or service from another. Today, branding is more complex and even more important. Branding not only creates loyal customers, but it also creates loyal employees. A quality brand gives people something to believe in and something to stand behind. It helps employees understand the purpose of the organization they work for. They feel like they’re a part of something significant and not just a cog in a wheel.

To succeed in branding, you must understand the needs and wants of your customers and prospects. You can achieve this by integrating your brand strategies throughout your company at every point of public contact. Think of branding as though your company or organization were a living, breathing person. Imagine this person explaining who they are, why they’re valuable, and what they specifically have to offer. As consumers begin to identify with you, your brand will live in the hearts and minds of customers, clients, and prospects, and they’ll connect on an emotional level.

In developing a strategic marketing plan, your brand serves as a guide to understanding the purpose of your key business objectives and enables you to align the plan with those objectives. Branding doesn’t just count during the time before the purchase—the brand experience has to last to create customer loyalty. Your brand is the source of a promise to your consumer. If you’re billing yourself as the manufacturer of the longest-lasting light bulb, your brand has to live up to that. It’s important to spend time researching, defining, and building your brand.