5 Print Marketing Trends for 2020 You need to Follow
Every year, marketing experts will rush to update their strategies for new marketing trends. After all, your goal should be to stay on top of the latest developments and consumer trends in order to optimize your marketing approach. Naturally, print marketing is no different, and this year there will be a few trends that will define the market.
Let’s take a look at the five key print marketing trends for 2020, and how you can leverage them to take your marketing strategy forward.
Creating personalized content
Personalization used to be reserved for other brand-consumer communication methods in the past – such as email, social media chat and comments, and live website chat. Nowadays, though, personalization is finding its way into marketing collateral as well, meaning that brands are personalizing their brochures, pamphlets, forms, direct mail, and other print materials to appeal to the modern customer.
The key objective here is to ensure a consistent brand and marketing experience for your online and offline audiences equally, and show the world that you care about both target demographics in a personal and meaningful way. Now, if you have a lot of customers and print personalization is simply not a viable option, then you can personalize your print materials according to your smaller customer groups – such as tailoring print material to different generations of consumers.
Highlighting the customer experience
In the modern marketing world, building social proof is one of the most important goals for every growth-oriented business, because it allows you to take lead generation forward and incentivize potential customers to buy from you, and share the word of your brand online and offline. People will repeat the actions of other people, meaning that if they see that others have put their trust in your business, they will feel more inclined to trust you as well and reward you with a purchase.
To build social proof, you need to integrate CRO tools into your website, and leverage user-generated content on social media, but you also need to highlight customer experiences and success stories in your print materials and product packaging.
The rise of creative marketing collateral
Marketing collateral used to serve a simple purpose of showcasing products or services, or telling potential customers, clients, and partners what a brand is all about. It used to serve a functional purpose, but nowadays, marketing collateral is much more than that.
In 2020 and beyond, creative marketing collateral will be on the rise, and with the current pamphlet printing cost steadily declining and marketing collateral being more accessible to companies, marketers will be able to craft numerous materials that will engage their audiences and bring form and function together. The result is a more powerful print strategy that uses creative marketing collateral to spark interest, start conversations, and empower customers to reach out.
Playing around with texture and paper types
Not many marketers stop to consider the possibilities when it comes to paper selection for their print materials. The truth is that half of the experience is in the look and feel of the paper itself, which means that being creative with paper texture and type can help you enrich the customer’s experience, make your brand more memorable, and convert them into quality leads. Be sure to try out all of the paper types that your print company has to offer in order to find something truly unique to your brand.
Minimalist vs maximalist approach
There is no denying that minimalism is still the most popular design approach in modern marketing and brand-building, however, that doesn’t mean that minimalism is necessarily the best approach for your company. In 2020, we will see a rise in the number of companies that are using the maximalist approach to print marketing in order to make their packaging stand out from the crowd, and make the customer notice them. It’s a bold move, but it’s definitely a good way for a startup to elevate its visibility in the oversaturated market.
Print marketing is always changing with the marketing trends, which is why you need to stay on top of the latest developments in the field in order to make your print materials as relevant to the modern customer as possible. With these trends in mind, go ahead and let your marketing collateral take your company forward as a whole.
Guest Poster – Elaine Bennett
Elaine Bennett is a digital marketing specialist focused on helping Australian startups and small businesses grow. Besides that, she’s a regular contributor for Bizzmark Blog and writes hands-on articles about business and marketing, as it allows her to reach even more entrepreneurs and help them on their business journey.