Is Print Media On The Demise?

 

Following the tremendous advancements in design over the past few years and the great influence of technology, the manner in which marketing collateral is distributed has been altered. Previously, print was the major and most successful platform for availing marketing materials to clients, however arguments have now come up saying that print media is losing its relevance, With the incredible rise in digital media, the internet is now the main channel for content distribution, and there are numerous merits. Contrary to print, digital publications have the capability to get to a global audience instantly. It’s also a good way to target specific demographic groups via different channels. The effectiveness of marketing campaigns is usually assessed by using analytics – contrary to conventional advertising.

One efficient way through which a digital property marketing brochure could be distributed is via the major property portals like Zoopla and Rightmove which permit mass circulation of all marketing collateral. This implies that brochures could be saved for later read or downloaded instantly. This cannot be compared to the conventional way of reaching out to agents and depending on small mails as your delivery means. It should not, therefore, be a surprise that other conventional methods of print media distribution, like advertisements in regional/local magazines and national newspapers, have reduced tremendously.

Despite all mentioned above, Fiona West from The Marketing Centre has discovered that printed brochures still hold high value takeaway for individuals who are still at the trial or evaluation stage of the buying process, and is particularly beneficial in reinforcing the emotional aspect of a decision. Having a tangible item to accompany a huge investment could make a purchase feel more justified and important, and for many, brochures usually function as a tonic for buyers’ remorse. On the contrary, a digital brochure does not accord the buyer a similar experience and feeling of self-satisfaction and is less interactive since it cannot be touched.

It is crucial to take into account your client base when choosing between digital and print. People between the age of 25 and 35 are usually more tech savvy and will most probably rely on the web for their property search, mainly through smartphones, hence digital brochures could be the best way to target them. According to a Google Consumer Survey, a huge number of house hunters are now relying on smartphones to remain competitive. Back in June, mobile handsets accounted for more than 27% of all searches related to purchasing a home, which is up from 19% of last year. This implies that the properties which appeal to the younger, first-time buyers could be well-suited to digital marketing since this is their primary way of searching for property. A majority of younger buyers also work in design and technology among other creative niches, so they have a great appreciation for fonts, design, uniqueness, character, and style. [3]

Based on in-house market research, the location could also influence the decision between digital or print marketing. While properties listed in rural areas like Newbury are frequently accompanied by 50-100 brochures, 20-30 copies are the average for London properties and agents tend to request web versions of the brochures more regularly. This could be attributed to the pace at which the London property market is growing as well as London life since it is obviously easier to research property on the web than going from one real estate agent to another around the city.

Generally, property marketing brochures could have a tremendous influence on how successful a property sale is, be it in digital or printed form since they facilitate the decision-making process and create room for deeper reflection and insight into the specific property. With the online world’s enormous influence, digital brochures have just recently proven to be a popular service, with the demand likely to rise tremendously in the coming few years. It will obviously be interesting to see its effects on estate agents’ dependence on printed brochures in the years to come, but the combination of digital and print could be the solution since businesses discover that there are advantages to enjoy by utilizing an array of marketing techniques to have the most significant impact on prospective clients.

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