B2B Print is dead. Long live print in B2B

Reports of the demise of print at the hands of digital are greatly exaggerated. Despite the huge growth in digital, print still has many roles to play in 21st century B2B business marketing.

Used selectively based on content, audience and objective it remains one of the most effective forms of communication. Yet all too often, a fragmented approach to print is taken, leading to spiralling results and dispersed communications.

Print does not always mean PRINT. It can mean content better presented and consumed in a fully controlled and offline environment. Print is also now a point of differentation and can gain attention where digital media is saturated. Even the humble brochure can now have video embedded in it – both online and off.

File/Print

Digital distribution of traditional ‘printed’ marketing communications can be used to great effect. Integration is key, getting print to work with digital amplifies the message and deepens the engagement.