In the buzzing world of digital, where many of us are sucked into endless scrolling, clicking our way through the internet and absorbing information like a never-ending buffet, you may not even take a second to think about print. But we do, and so do many of the most successful brands.
Print marketing is no secret; it’s been around long enough that old-school print professionals tell ‘back in my day’ anecdotes to digital-native Gen Zs until their eyes roll back into their heads. But the landscape is changing, forcing print to evolve and adapt to stay relevant. While many brands moved away from it, those who embrace print now stand out.
Why print still matters in the marketing mix
In the constant sea of digital noise, print stands out like a bright orange lifebuoy, offering a welcome respite from the flood of online ads.
Most people fall for the touchy-feely nature of print as it appeals to the human desire for tangible, sensory experiences. Interacting with print gets our haptic memory system working, enhancing recall and building that all-important emotion connection.
Studies show that printed materials create stronger emotional connections because of their ability to engage multiple senses: sight, touch, and sometimes even smell—like running your fingers down the spine of a book, opening it up, and inhaling that fresh, inky paper smell. Sounds pretty sexy, right? That’s because print is. It’s the one that’s not easily forgotten, the piece you take home to keep.
This tactile quality gives print staying power, lingering in our homes or offices to be revisited again and again. Its physical presence also builds trust—a critical ingredient for brands trying to rise above today’s crowded marketplace.
The magic of integration
Brands and marketers understand that different channels serve different purposes. While print offers that tactile and emotional connection, digital is fantastic for targeting and data collection. Also satisfying the craving for instant gratification and real-time interaction.
As humans, we tend to remember the most recent or easy-to-reach information, meaning digital touchpoints help keep your brand top-of-mind.
Now, this isn’t another ‘Print VS Digital’ blog, far from it. We recognise that print is powerful on its own, but when combined with digital channels, that’s where the magic happens.
Because digital is so broad (and constantly growing), there are endless opportunities to combine it with print. But this isn’t about piling everything on like a kid going crazy with a scoop at the pick-and-mix counter—it’s about carefully choosing the right mix to create something that stands out and drives action.
How print and digital work together
We already know print’s tactile nature makes it memorable, with consumers more likely to remember your message after ‘physically’ interacting with it. Pair this with digital follow-ups—such as social media ads or emails—and you’ve created a cohesive experience that reinforces your brand in the customer’s mind.
A typical customer journey could look something like this: your audience sees your ad on a printed billboard during their commute. A few days later, they spot a social media ad. Then, a piece of direct mail arrives in their letterbox, which leads them online. They save the mail for later, overhear someone talking about the brand, and eventually receive an email that reminds them of the coupon they saw in that mailer.
By creating print and digital experiences, you’re feeding both the reflective, deliberate side of decision-making (engaged by print) and the intuitive, fast-thinking processes (triggered by digital).
Each touchpoint builds on the last, strengthening recall and gently nudging consumers closer to a purchase. This creates a multi-sensory, omnichannel experience that aligns with your audience’s cognitive preferences, leaving them not only engaged but also emotionally connected to your brand.
Lastly, here are a few ways you could consider using print and digital in your next marketing campaign:
Reinforcement: A printed piece or ad to introduce your brand, followed by a retargeted digital ad to ensure they don’t forget you.
Call-to-action clarity: A direct mail piece to drive people to a specific landing page, track analytics to help you measure ROI and refine your strategy.
Localised targeting: Use print for geo-targeted campaigns, like flyers for a local store, and follow up with location-based digital ads for extra impact.
Personalisation: Combine data-driven insights from digital channels to create highly personalised print campaigns, ensuring every interaction feels tailored.
Ready to swipe right for print?
At Nutshell Creative, we are passionate advocates for print as an essential part of the marketing mix. But this doesn’t mean we aren’t clicking and swiping like the rest of you. We see print as a strategic tool that, when paired with digital, creates marketing campaigns that are more impactful, personal, memorable and measurable than ever before.
If you’re already a print enthusiast like us and want to take its performance to the next level, then we’re the agency for you! Or if you’re just starting to explore print’s potential, let us show you how incredible it can be—we promise you’ll love it as much as we do.
Get in touch! hello@nutshellcreative.co.uk
P.S. Come back next month as we talk about print in more detail, specifically mail, and how it’s winning marketers over once again!
