Does digital marketing really work better than print marketing?

As the popularity of digital marketing continues to rise, is there still a place for print marketing in an increasingly online world? We look at whether digital marketing works better than print, or vice versa.

The world of marketing has undergone a significant transformation in recent decades. While digital platforms now dominate much of the conversation, traditional print marketing still holds a unique and powerful position in the marketing ecosystem. For printers and print providers, this raises an important question: does digital marketing work better than print marketing? And, if one is more effective than the other, does that make it more sustainable in the long term?

It's not just about which format is easier or more cost-effective; it's about understanding the impact each type of marketing has on consumers and determining where print fits in today’s seemingly digital world.

The role of print in digital times

Despite the rise of digital platforms, print marketing remains a valuable and effective medium for engaging consumers. Many printers are already combining both print and digital services for their clients, recognising that each offers something different to marketing strategies.

Print marketing has been around for centuries, and its influence is deeply embedded in how people perceive and interact with brands. Whether it’s a brochure, a magazine ad or a piece of direct mail, print marketing has a physicality and permanence that digital marketing often lacks. This tangibility can create a lasting impression, helping brands to stand out in an increasingly crowded digital marketplace. 

Printed materials may have a stronger impact on memory retention and emotional engagement than their digital counterparts

Think about a leaflet from a local plumber that comes through the door and is pinned to your noticeboard at home until you need their services. It might be more effective at converting than a fleetingly glimpsed digital ad. One of print marketing’s key strengths is its ability to engage consumers on a deeper cognitive level. Multiple studies suggest that printed materials may have a stronger impact on memory retention and emotional engagement than their digital counterparts.

Is there still room for print today? The answer is yes – but with qualifications. While digital marketing offers many benefits, print continues to play a role in brand communication, particularly in building trust, offering memorable experiences and even boosting the longevity of marketing messages.

Print marketing has also been linked to a higher degree of trust and credibility. Data from RAMetrics found that print ads tend to evoke more trust in consumers compared to digital ads. People are often sceptical of online ads, which can be seen as intrusive or irrelevant. By contrast, print advertising – especially in magazines, newspapers or brochures – comes across as more deliberate, crafted and credible.

The strengths of digital marketing

Digital marketing offers obvious benefits in terms of speed, scale and targeting precision. It can reach vast audiences quickly, efficiently and at a lower cost than many traditional print campaigns. Whether through social media, pay-per-click ads or email campaigns, digital marketing allows businesses to target specific demographics at a granular level. The real-time analytics offered by digital platforms also enable businesses to measure the performance of their campaigns instantly, refining their approach based on incredibly useful data.

Moreover, digital marketing’s interactivity is attractive for many brands. Online platforms allow consumers to engage directly with content – clicking links, watching videos and making purchases with few barriers. This ability to drive immediate action is one of digital marketing's standout features and benefits.

However, it’s not without its limitations. Online ads are everywhere, creating what's known as digital fatigue. Consumers are bombarded with ads in their social feeds, email inboxes, and when web browsing. As a result, many people have developed a type of “ad-blindness”, scrolling past online ads without even registering them.

The emotional response consumers have to marketing materials can be a crucial factor in determining the success of a campaign. Print marketing, with its tactile nature, can create a more profound connection with the reader than digital. In fact, research into the neuroscience of print versus digital suggests that print media triggers stronger emotional responses, which in turn enhances brand recall and loyalty. The weight of the paper, the texture of the finish and even the scent of the ink can add layers to the consumer's experience, reinforcing the brand’s message in a way that a digital banner ad simply cannot. 

Sustainability – print versus digital

Sustainability is a growing concern in the marketing industry, and there’s a strong argument that both print and digital have a role to play in addressing this issue. On one hand, digital marketing avoids the resource-intensive production processes involved in print media. With no paper, ink or physical transportation involved, it may seem that digital is the more environmentally friendly option.

However, it’s not that simple. Digital marketing relies heavily on data centres, which require vast amounts of energy to run. These data centres produce a significant carbon footprint, which is often overlooked in discussions about digital sustainability. According to Two Sides, a UK-based initiative promoting the sustainability of print, the environmental impact of digital media is far from negligible, and print media produced from responsibly sourced materials can be highly sustainable.

Print marketing excels at making lasting impressions, creating emotional connections and reinforcing trust

Many consumers appreciate the recyclability and longevity of printed materials. A well-crafted brochure or catalogue can stay in a household for months, constantly reinforcing the brand's message, while a digital ad might disappear within seconds.

Is one really better than the other?

The reality is, it’s not a question of whether digital or print marketing works better overall – it’s a question of what works best for your brand, your audience and your goals. Each has unique advantages and disadvantages, and often the most effective campaigns are those that combine both approaches.

Print marketing excels at making lasting impressions, creating emotional connections and reinforcing trust, especially when targeting specific demographics or high-value, luxury products. Digital marketing, on the other hand, shines in its ability to scale quickly, target with laser-like precision and engage with consumers interactively.

For printers, this means there’s still a crucial role for print in the marketing mix. Rather than seeing digital as a threat, printers can view it as a complementary tool that works in tandem with print to create well-rounded campaigns. For sustainable, effective marketing, a mixed-media approach where print and digital reinforce each other may be the best solution.