Marketing The Old School Way

Communication nowadays is made easy with the help of digital technology. Conveying your thoughts to somebody else has now become global with just a click of the mouse. Even if the one you’re talking to is in Timbuktu, it’s easier to communicate because of the Internet.

Similarly, digital marketing has become the most popular means to communicate any business message in this century. Who hasn’t used or heard of email? What about search engine marketing or blogs, and the ever popular Google? Even collaterals such as printing brochures have gone digital with the increase of online brochure printing and interactive catalogs found in the World Wide Web.

One way or another, each of us was able to utilize these digital media to say our piece. Interactive marketing, knolls, internet marketing, YouTube, social interaction, podcasting – these are just some of the digital processes you can use via the Internet.

So what happened to print marketing? Has it really reached it’s end? Is brochure printing not anymore an effective marketing strategy?

Many marketers don’t think so. In fact, most marketers and business owners still support the principle that print media, just like brochure printing, remains to be significant.

In our excitement to join the bandwagon of online marketing, as marketers we forget the relevance and benefits that we used to have with its offline counterpart. We are so ready to put print media in the back burner and forget about it.

On the contrary, printing brochures is still necessary to reach out to as many target clients as possible. For one thing, there are still many people who simply don’t go online. The fact remains that not everyone has access to the Internet.

A recent survey found that 21 percent of Americans haven’t seen a web site, sent an email, nor used a search engine, not even once. In other countries like Belgium, Austria and France, the rates are as high as 40 percent of the entire population. While in Asia, where even Japan and Taiwan are supposedly high tech, 85% never use the Internet.

And while the popularity of internet marketing are steadily increasing, there are still some sectors that choose to have print marketing such as printing brochures not only for their business needs, but to disseminate information as well. This is especially true for marginalized sectors such as the Hispanic community and women.

The bottom line is that despite the growth of online marketing, it is never too late to go back to the basics of print media. Just because everybody you know uses the Internet, you should not ignore traditional marketing altogether. Printing brochures for one can still provide you with an effective means to convey your message. Indeed, print media is here to stay – for a very long time.

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