Print isn't dead – at least not in B2B
I know what you're thinking, isn't digital king in B2B marketing?
The answer is yes; digital is completely and 100% necessary for far too many reasons to fit in one blog. But in this post I'd like to focus on the reasons B2B marketers should avoid leaving print entirely in the dust, as it seems many companies have. Here's why...
Diversify, diversify, diversify
The average decision maker goes through at least six platforms (print, social media, blogs, digital magazines, e-newsletters, events, etc.) before making a decision to purchase a product or service. Therefore, the best B2B trade advertising campaigns need to include a combination of digital, lead generation and print. Any of these platforms could be a prospect’s entry to the sales funnel – brands need to be able to demonstrate the value of their product across all platforms.
Print trade magazines outperform digital
Printed magazines still have strong readership bases. When you look at the total revenue generated by printed and digital sources, printed B2B trade magazines still generate about four times more than their digital counterparts. If there are well-known trade publications in your industry only available in print, don’t discount the value of being featured (even if they are regionally specific). Also, readers perceive a higher-bar that content must cross to make it onto the printed pages of a magazine, which heightens the importance of the ads running adjacent to that content.
Print doesn’t mean boring
Print advertising is often wrongly seen as an expensive, un-trackable and overly traditional media format. But just because it's physically printed, doesn't mean it can't be interactive. For example, the telecommunications company Sonera recently highlighted its 4G wireless speed with a print ad that served as the game board for an iPhone game. Also, to promote its sunscreen products, Nivea created a print ad with a solar panel that could charge a cell phone. See more examples of interactive print ads that will make you rethink the traditional nature of print here. Think of print as a creative opportunity for content consumption.
Digital can be distracting
Have you ever googled a specific business matter and been bombarded with 100 other topics, trends or ads? Print allows for a more captive audience because reading a print publication doesn’t allow for the constant distractions that come with digital. While digital channels quickly distribute a lot of information, readers indicate that they believe printed B2B magazines have more relevant, useful and compelling content. Since readers of B2B trade media are looking for material especially relevant to targeted, niche issues, you’ll want them to be able to easily find and digest that content without distraction.
Check out Koroberi’s “Vision is Certainty” Paradigm case study here, including the award-winning print campaign.