BRANDING
How Can Print Marketing
Elevate Your Brand ?
BY TANIA MCINTYRE
Why are big-name retailers like Nordstrom and Zappos adding print to their marketing mixes ?
Well , the pandemic created a massive shift toward digital operations and online shopping , which led to a 70 % increase in email volume between 2020 and 2022 . As a result , we saw a 10 % decrease in clickthrough rates in 2023 . People were starting to lose interest in digital marketing media .
Big names like Nordstrom and Zappos took their cue and started looking at new ways to reach their customers and elevate their brand above those putting all of their marketing dollars into a digital marketing strategy . Print marketing put them ahead of the game and here ’ s how .
TANGIBILITY CREATES LASTING IMPRESSIONS
Unlike fleeting digital content , physical materials linger in the hands and minds of your audience and ensure that your message transcends a brief scroll . When a potential customer holds a well-designed brochure or receives a thoughtfully crafted magazine , they engage with your brand on a sensory level that can ’ t be achieved through digital media . The physical experience of flipping through pages , feeling the texture of paper , and even inhaling the subtle scent of ink leaves an indelible mark on the memory and forms a tangible connection with a lasting sense of authenticity .
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