Every time you send a marketing campaign, you have a choice: print or digital. So when should you use print? When should you use digital? Both print and digital channels have their pros and cons.

Digital is a great choice when targeting younger buyers or when you need rapid or real-time engagement. Print channels work best when you need to build trust and credibility, when the buying cycle is longer and more complex, and when targeting higher-income buyers. But those aren’t the only reasons to use print.

Let’s look closer at when print shines in a digital world.

1. When you want a tactile, memorable experience. Print materials like brochures, direct mail, and packaging physically engage the senses. The result is a more engaging experience, and studies show that it results in greater memorability and stronger recall.

2. When you need to build trust and credibility. Well-designed print pieces often carry a sense of permanence and professionalism that purely digital ads can lack.

3. When the target audience values traditional media. Some demographics, such as older consumers, B2B decision-makers, and affluent buyers, respond better to printed materials than to digital-only campaigns.

4. When you are supporting local or event-based marketing. Flyers, posters, trade show materials, and direct mail work exceptionally well for promoting events, store openings, or regional campaigns where geographic targeting matters.

5. When the buying cycle is longer or more complex. Print helps nurture leads over time. Think catalogs, detailed product sheets, or personalized direct mail that keeps a brand top-of-mind during a lengthy decision-making process.

6. When you need longevity. Unlike digital ads that vanish with a click, print materials often stick around on desks, kitchen counters, or bulletin boards, extending the brand’s visibility over days, weeks, or even months.

7. When you want to reach people who have opted out from digital. Direct mail doesn’t get caught in spam filters. It doesn’t require opt-in. It can legally and effectively reach audiences who have unsubscribed from email marketing. Direct mail reaches everyone.

Print still packs a powerful punch in today’s primarily digital world. Sure, digital is everywhere, but that’s part of the power of print. It’s not digital, and there are buyers and markets for which print is the right choice.