Digital marketing is now a must for today’s businesses. Digital offers a wide range of communication possibilities. It’s an ideal solution for marketing departments, who can also measure the impact of their communication campaigns. Digital marketing offers targeted visibility, and can be tailored to any company, whatever its budget. It’s a communications solution that seems unstoppable, and is definitely on the up.

This growth has certainly had an impact on paper-based marketing. But does this mean we should abandon this traditional method of communication? Paper marketing still offers many advantages for marketing departments, so it hasn’t been pushed aside just yet.

The undeniable growth of digital marketing

It’s hard to ignore digital marketing these days. We live in a world that is connected from morning to night and from evening to morning. We’re used to having everything, right away, via websites and mobile applications. It’s undeniably convenient and easy. So marketing departments are tapping into this trend, and rightly so. Digital marketing offers effective targeting and rapid measurement of campaign returns. Performance monitoring that other traditional media do not offer. This feedback enables campaigns to be fine-tuned for greater impact.

Paper marketing: an undeniable quality medium

Paper marketing is a traditional medium with a proven track record in corporate communications departments. For example, direct marketing uses mailings. This famous, sometimes personalised letter is sent to a specific person. This tool has many advantages. Paper is a high-quality communication medium. You can look at paper, even look at it several times, touch it, crease it and breathe it in. A simple piece of paper often makes all the difference, certainly more than a web banner drowned in a mass of information on a website. Paper also offers real reading quality. It’s difficult to read text on a screen, much more pleasant on paper. This was also confirmed by a study carried out by Seprem Etudes et Conseil for the Syndicat de la presse sociale: paper is widely preferred to the screen for in-depth reading and retention of information. The information is also better assimilated.
Another important fact is that today’s prospects are inundated with advertising emails. It’s impossible to open a site without an unwelcome pop-up or banner. In short, we are witnessing a saturation of digital advertising. The customer will have a better perception of paper mail, which will inevitably make the recipient stand out. Paper communication creates a link between the consumer and the brand.
Paper is preservable, so it extends the communication and makes it last over time.
For added impact, paper marketing can be combined with web communication.

Combining digital and paper marketing?

Paper marketing and digital marketing should be seen as complementary media. The two strategies complement each other to create a powerful impact. You have a greater chance of reaching a prospect if you combine digital and print.

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