Reports predict positive 2014 for print industry

According to experts, print marketing is expected to be just as successful in 2014 as it has been in the past.

A study by media and advertising company BIA Kelsey has stated that direct mail of printed advertising still makes up 43% of total retail advertising in local areas, while another study of small business owners by mail equipment company Pitney Bowes found that 76% of them believe that the ideal strategy is to combine print and digital marketing.

One successful route that printing companies are taking is to provide custom orders to their clients. This can be used in marketing; for example, postcards can be personalized or business cards can have different backgrounds to help vary the look. The key is that the more unique an advertisement looks, the more likely it is to be read by the person to whom it is mailed.

Also, according to the Direct Marketing Association, every dollar spent on print marketing can generate up to $12.57 in sales.

While all companies in the 21st Century need an online presence - whether it is Facebook, a website, or just email - they need to combine it with traditional print advertising. It is important that all online addresses are linked on all print materials, such as traditional or digital business cards.

Aside from this, there are still many people who do not have internet access and it remains important to continue marketing to them through the increased accessibility of printed media.