Does Marketing Really Evolve?

The tools of the trade may change or multiply, but the essence of marketing remains the same. Some tools may go in and out of style based on market dynamics, but the core purpose of marketing never changes.

According to one of the largest North American marketing organizations, "Marketing is the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." That definition sounds a lot like business in general. At the very least, you could argue that marketing is the cornerstone of business because it connects a company's products or services to the right audience. Without effective marketing, even the best products and services can go unnoticed. But marketing isn't just about promotion—it's about understanding the market, shaping customer perceptions, and ultimately driving revenue.

Let's face it—there has been a deluge of digital marketing tools and channels over the past decade. Yet, despite technology's dominance, an old friend—print marketing—stands resilient. Like a centuries-old tree that has withstood the test of time, print marketing is experiencing a renaissance. It's not just nostalgia driving this resurgence; print might just be the best way to stand out in a world where consumers suffer from digital fatigue.

Over the last few years, studies from organizations like Mansi Media, Top Media Advertising, Burstein, and many others have highlighted the enduring power of print. Consider these statistics:

• 82% of consumers trust print advertisements when making purchasing decisions.
• 88% of individuals actively engage with the print ads they receive.
• 62% of Gen Z students prefer learning with print media over digital materials.
• Print marketing delivers a compelling return on investment—spending $167 per person on direct mail can generate $2,095 in sales, an astonishing 1,300% ROI.

While these stats are readily available online, what truly matters is the common sense behind print. In the grand tapestry of marketing, print serves as a sturdy thread, weaving together trust, engagement, and tangible value. As the digital canopy continues to expand, print reminds us of the power of touch, permanence, and the written word.

The Human Connection

Technology can be exhausting and confusing. Digital tools evolve so quickly that just as we master one, another wave of solutions emerges, making it difficult to commit. Meanwhile, print continues to provide a personal, lasting connection. It enters homes, is physically handled, and holds attention for longer periods. And yes—print can even smell good.

We are starving for sensory experiences, and any medium that can engage our senses should be an essential part of your marketing mix. The bottom line? Standing out is harder than ever. We delete 18 emails in the blink of an eye, and cold calling feels as outdated as using a rotary phone.

The Print Perspective

For years, print has had a bit of a complex, with industry voices repeatedly insisting, "Print is not dead!" But that phrase doesn't promote print's true value—it sounds like a defensive argument rather than a confident assertion of its power. It's almost an admission of guilt, as if print needs justification.

The real message is this: Print delivers results. It's a way to show your audience you care. It's an investment in relationships and a tangible expression of your commitment to your market. Print marketing tells people that they matter—that you're thinking about them and willing to invest in a meaningful, lasting connection.

Note: This was written by a human.