The False Dichotomy
The "print is dead" narrative has been running for two decades — yet print marketing continues to deliver strong ROI. The truth is that print and digital serve different purposes, reach different audiences, and work best when used together.
Where Print Excels
- Tangibility: Physical materials create emotional connections that digital can't. People remember what they can touch
- Trust: Printed materials are perceived as more trustworthy and legitimate than digital ads
- Attention: Less competition in the mailbox than the inbox. Average American receives 2 pieces of mail vs. 120+ emails daily
- Longevity: A brochure sits on a desk for weeks. A digital ad disappears in seconds
- Local targeting: Direct mail and local print distribution are highly effective for local businesses
Where Digital Excels
- Speed and scalability
- Real-time tracking and analytics
- Lower cost per impression at scale
- Interactive and dynamic content
- Easy A/B testing and optimization
The Integrated Approach
- Direct mail drives recipients to landing pages (QR codes, personalized URLs)
- Print materials reinforce digital campaigns with physical presence
- Business cards and brochures support in-person networking
- Trade show materials bridge physical presence and digital follow-up