Boost or crisis? A COVID-19 comparison between digital and print 

Due to the Covid19 pandemic, challenges for the corporate world have increased. At the same time, digitization is experiencing an enormous progress - and with it the switch from print to digital. Has print become redundant? Will digital magazines completely replace their printed counterparts from now on? In this article we will lead you through the development of print and digital media - and also we will recommend to you what’s best to offer your readers in future.

COVID-19 has been and still is affecting many areas of our lives with incredible speed. The crisis not only affects purchasing behavior, but also activities of marketing departments. Since the world has been confronted by the virus, companies (especially during lockdowns) have experienced a much harder time even reaching their potential buyers. Meetings and events?! Canceled! Campaigns?! Often miss the mark or don’t even start.

While some companies went through difficult times to make changes to pre-produced print publications, it was easy to adjust publications online. For printed publications there was no more option than being published unchanged or not at all. Both time and money were wasted. Online magazines were able to continue as usual as they were able to react flexible to any upcoming changes. Another advantage: staying in touch with their customers was possible at any time.

Cost savings through digital marketing 

For the first time, print advertising ranks second in comparison of marketing measures. The reasons for this are obvious: demand is falling as customers prefer to read online. Therefor, classic print media is being questioned completely for the first time ever. On top of this: companies in a rather tense situation need to prioritize their expenses. The meaning of the cost-benefit ratio as an economic controlling tool is great, especially in times of tight budgets. 

Additionally those people in charge were aiming for cost reduction. Marketing departments weren’t an exemption here.  Loss of sales and revenue increases awareness of efficiency. 

Printed media is more cost-intensive and also requires a longer lead time. Regarding falling circulation figures and rising printing and distribution costs at the same time, print media are therefore one of the cost centers where the pressure of change is particularly high. On the other hand, smart communication with customers via digital channels is easy and possible in real time. Digital publications are more up-to-date, produced faster and with significantly lower financial effort. Let´s say: more effective and efficient. 

Big data as a crisis winner 

Data has also act central a part for companies since the beginning of the COVID-19 crisis. To understand customers and their behavior a correct interpretation of data is essential. During the crisis there were rapid changes in consumer behavior. Anyone who has interpreted and understood data correctly develops a more complex understanding of both their existing and their future customers a significant competitive advantage.

This also shows the big importance of digital flexibility. It's not just about marketing and selling as many products as possible, it's also about creating a brand and taking care of customers. This is even more difficult by using traditional materials only. Companies need to understand how their customers' needs change and react to this. The effect of digital solutions can be measured in every single detail. 

Hybrid strategies: mix of digital formats and print 

The pandemic asks for us to consistently rethink in many ways. Existing processes must be questioned and might need to be redesigned. But where do you start? 

Companies are encouraged to adapt their communication measures to the behavior of their (potential) customers. Nowadays, this means: responding quickly to external changes and optimizing any expenses. Impossible for companies who don’t work digitally. 

Print is still important, especially for companies whose digital processes aren’t fully developed yet. Also print makes information manageable and more concrete. Digital publications, on the other hand, lighten the exchange. Digital information and documents can be provided quickly, flexibly and inexpensively - they are measurable, can be spread in a targeted manner - and are therefore gaining more importance.

Conclusion: Think digital first

The reactions to the current COVID-19-crisis proves that digital communication is more of an up-to date solution than print, because its production is cheaper and faster, they are more up-to-date and more flexibly. Print is far from dead. But: the focus is shifting and the overall volume is decreasing. Compared to the print medium, digital media are still gaining more importance. COVID-19 has given digital penetration another boost and it has become even more natural to consume information online.

In conclusion: it will always be important to learn from current events and to prepare for future challenges continuously. In concrete terms: creating new digital channels, using budgets for digital communication and increasing digital visibility.