Is Print Media Finally Dead?

Following design developments over the past few years, along with the definite influence that technology has had, there have been changes in the way that marketing collateral is distributed.

New Distribution

In the past, the most successful and main channel to provide consumers with marketing materials was print. However, an argument can now be made that print is not relevant any longer. As digital media has continued its dramatic rise, the internet has turned into the main vehicle to distribute content and all of its numerous benefits. Digital publications in direct contrast with print is able to instantaneously reach a worldwide audience. Also, it is an effective way to use multiple channels to target specific demographic groups. A marketing campaign’s effectiveness can also be evaluated accurately through using analytics – in contrast to traditional advertising.

Digital Property Marketing

One of the more efficient ways to distribute digital property marketing brochures is by going through major property portals like Zoopla and Rightmove. Digital media companies such as Fat Free Media have reported a soar in the interest in video marketing as digital content enable mass circulation for marketing collateral; a brochure on a property page can be downloaded or saved and then read later. This is in contrast to the traditional way of needing to contact agents and using snail mail for delivery. Therefore, it isn’t surprising that compared to traditional print media distribution methods, like advertising in regional/local magazines and national newspapers continue to decline.

Printed Brochures

However, Marketing Centre’s Fiona West has discovered that printed brochures still are a high-value takeaway for individuals who are at the trial or evaluation stage of the overall purchase process and have a specific benefit in helping to reinforce the decision’s emotional side. When a person has something tangible that goes along with a large investment, it can make their purchase feel more justified and important; a brochure acts as a type of tonic against ‘buyer’s remorse’ for many people. By contrast, a digital brochure doesn’t provide the buyers with that same feeling of satisfaction or same experience, since it is less interactive and tangible.

Target Audience

It always is important that your client base is considered whenever you are trying to decide between digital vs. print. The 25 to 35 age group has a tendency to be a lot more techs savvy and more likely to use the internet for their property searches, particularly through the use of their smartphones. Therefore, the best way of targeting them is through digital brochures. It was found by the Google Consumer Survey that an increasing number of house hunters rely on their smartphones in order to stay competitive. Mobile phones in June made up 27% of the total searches that are associated with purchasing a house – a 19% increase since last year. That shows that properties that might appeal to the first time, younger buyers might be better suited for digital marketing since that is the prime way of searching for properties. Many younger buyers work in creative, design, and technology industries also, so they tend to have an increased appreciation of character, uniqueness, style, fonts, and design.

Research

It is suggested by in-house market research that location also can inform the decision or whether to use digital or print marketing. Whilst a 50-100 brochure run accompanies properties in Newbury and other rural locations frequently, the average for London properties is 20 to 30 properties with London agents requesting web versions of brochures more frequently. That might be due to the pace of London’s life overall as well as the property market there, since it is definitely easier to use the internet to research property, instead of having to visit various estate agents all around the capital city.

What Helps With Final Decision Making

Property marketing brochures overall can be quite influential in a property sale’s success, whether that is in digital or printed form since they help with the decision-making process and enable deeper reflection and insight into a property. With the online world’s influence, digital brochures have just become a very popular service recently, with this likely to substantially increase over the next couple of years. It is going to be interesting to find out what effect it has on the reliance that estate agents have on printed brochures going forward into the future. However, the answer could be a combination of digital and print, as businesses continue to realise there are benefits in employing a wide range of marketing techniques in order to have the most significant impact on their prospective clients.

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