28 05/2007Renee Buckley Print vs. Web

People often ask us if a website will work better for them than printed marketing materials or vice versa. Unfortunately, it’s not a simple yes / no answer; as both web and print mediums achieve different objectives and work well as a team within your marketing mix.

People are extremely task-focused on the Web. That means they are much less open to content that is not directly related to the task at hand.

What works well on the Web is a useful website that allows the user to find what they want with a minimum of hassle. Vague messages and marketing fluff are either ignored or else annoy. They just get in the way of what people want to find.

This changes the nature of the communication. Instead of drilling a message home, hoping that it will stick in memory, communicators now need to be ready to be found when people search. Web communications becomes more about responding to the information needs of people, rather than seeking to influence and shape those needs.

Printed materials on the other hand can be more about influence. Creating a ‘look and feel’, winning people’s hearts and minds and presenting ideas or suggestions that your target audience will respond to.

Printed materials also fill the gaps that web can’t. They can be there when your website can’t and will have more appeal with those who may not have access to, or wish to use the web.

Beautifully designed print materials can also have a long ‘shelf life’ and may be kept as a reference/source of inspiration.

So, instead of reproducing your brochure on your website or vice versa, think about how you can harness different mediums and use them to your advantage!

Propeller offers a wide range of solutions for both web and print and can help you develop materials that will give your company a little rocket propulsion!

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