In the past, having a business card was a signal that an individual was a prepared and polished professional. Today, it can be argued that the business card is not as important as it used to be. We highlight four reasons why that is the case.

 

You may have glossed over it in our most recent news roundup, but there was an article in the Tribune newspaper (the Bahamas) espousing the relevance of business cards in this digital world. The writer was of the view that “the business card is one thing that digital will not fully replace any time soon”, and set out about six points through which to make her case.

However, although the writer appears to make some valid points as to why ‘digital is no substitute for the business card’, the impact of today’s workplace, along with our lifestyle and attitude, do not appear to have been fully considered. Although we do not address each of the arguments individually, below are a few reasons why the business card is not only becoming less important, but also, why it is crucial to have a digital alternative to the physical business card.

 

1. Initial costs to create a business card can be expensive

One of the arguments made by the writer was that business cards are relatively inexpensive to print, and so are a cost-effective marketing tool for small businesses on a tight budget. However, whilst the printing might be reasonable, the initial design for the business card, especially within the wider context of developing the business’ brand, can time consuming and expensive.

A few of the key expectations if one is going to go through all of the trouble of producing business cards are that (i) the final product looks professional, (ii) the design represents the organisation’s image and brand, and (iii) it is sufficiently distinctive to not get unduly lost or overlooked among other cards. Hence, having a business logo created, agreeing on a colour scheme, and having the layout designed, to name a few, are important considerations before the finalised design can be printed, which typically require the services of a graphics designer, who of course, needs to be paid.

Once the design has been finalised, the graphic design services can be considered a one-off cost – provided the does not need to change. The printing tends to be a more budget-friendly expense, but relatively speaking, a considerable sum may need to be spent in order to get to that point.

2.  Cards can become obsolete fast

With the fast pace of today’s job market, where on average, people are reportedly changing jobs about 12  times over the course of their careers (Source:  The Balance Careers), a business card can become obsolete very quickly. Further, even if an individual remains with the same company, s/he might have to relocate for work, or their some of their contact details change, which means that the details stated on the business card might no longer be accurate.

Admittedly, some industries are more susceptible to that type of churn than others. However, with the dynamic nature of today’s workplace, a business card may become outdated, even before you have had a chance to properly examine it when you get back to your office.

3.  Cards get lost or just collect dust

For those of us who have (or have had) stacks or books of business cards for those we have collected over the years, the truth is that they tend get forgotten on a shelf or in the back of a drawer. As a result, and unless we have a particular need, we rarely peruse them.

Further, depending on the number of cards we have, going through them can be time-consuming and inefficient. Unless you are disciplined enough to consistently log and track all of the business cards received, many of us end up having the cards in various nooks and crannies, and some may get lost or damaged.  Ultimately, we end up feeling overwhelmed by the number of cards we have, and not being able to effectively manage them.

4.  Thanks to digital alternatives, business cards are becoming less important

Finally, it must be highlighted that the importance and value of business cards is not what they used to be. Traditionally, a business card would be considered evidence of you expanding the reach of your network, especially if the owner of the card is a new connection. However, these days, we tend to build and track our network of contacts online, through platforms such as LinkedIn, which to a considerable degree has obviated the need for business cards.

Additionally, due to the growing importance and impact of LinkedIn – even in the Caribbean – generally people seem to be making an effort to keep their profiles current. We thus have a means of not only remaining connected to individuals, but also to be aware of changes in their professional status, which are occurring more frequently now than before.

 

In summary, although the points made by the writer advocating in favour business cards might still have some truth to them, technology and the demands of the workplace, have caused our attitude and how we interact with others to change, which were not reflected in the arguments made. At this point, the physical business card is becoming a sentimental marker, especially since a digital business card, or even your professional profile, can easily be shared with others.

Hence, although it may still be useful to have physical business cards, it even more crucial that your digital profile is well established, managed, and packaged in manner that allows you to make the connections you need.

 

 

Image credit:  Michael Tefft (flickr)