Over the last 10 years, digital marketing has become the norm. We’re all used to consuming thousands of digital ads every week, so cutting-edge brands are now looking at fresh, fun and innovative ways to reach customers.
With Gen Z growing up in this digital-first world, many young people are now detoxing from doom scrolling and instead craving “in real life” (IRL) experiences - away from digital media.
Are you asking “is there still a place for print advertising?” Evidence from AdAge shows that three in five Gen Z consumers are taking regular social media detoxes to escape the noise and reconnect with the physical world.
With more and more people taking digital detoxes, now could be the perfect time for print. Unlike an email that can be deleted in seconds or a social ad lost in an endless scroll, physical print materials create a sense of exclusivity, whether that’s through a personalised direct mail piece or a premium catalogue. A well-crafted print ad can feel like something exclusive, luxury and tangible.
Print has the power to stand out in a world where digital media is oversaturated. When done right, print can offer a sense of authenticity and importance that digital ads can lack. There's something about holding a high-quality brochure or flipping through a beautifully designed catalogue that connects with us in a way that clicking through an email never could. There’s a swagger in print that scrolling can’t compete with.
Print advertising also offers a longer shelf life compared to fleeting digital ads. A well-designed postcard or direct mail piece might sit on a desk or kitchen counter for days, weeks, or even months, serving as a constant reminder of your brand. Compare this to the typical lifespan of a digital ad, which might only exist for a few seconds before it's been absorbed into the chasm of digital advertising.
So, what does this mean for brands? With a hybrid approach to print and digital, brands can reach and resonate with customers. For younger generations craving something a little different,, you can create a multi-channel strategy that resonates on every level.
The most successful campaigns will blend these approaches together, offering customers the convenience and speed of digital with the lasting impact and emotional connection of print. Successful marketing is about giving your audience the best of both worlds.
The research shows that the younger generation isn’t abandoning digital, they’re just being more selective while engaging with more tactile, “IRL” experiences. The smartest, most innovative brands will embrace a hybrid approach, blending strategic print campaigns with digital engagement to create a seamless multi-channel experience.
We work with some of the UK's top eCommerce and consumer brands, standing out by thinking outside the box. Unlike other print advertising agencies, we innovate and push boundaries in marketing and sustainable print design. To find out more, please contact us today.