With so much emphasis today on digital marketing, businesses might write off print as a viable channel for making solid brand connections with customers—but new statistics suggest otherwise: According to recent data, the tangible power of print still resonates:
• 92% of 18 to 23-year-olds find it easier to read printed content than digital. (Oxford University Press, 2015)
• The response rate to direct-mail marketing was 37% higher than for email.
(Direct Marketing Association, 2015)
• Consumers trust print ads 34% more than search engine ads for making purchasing decisions.
(Marketing Sherpa, 2016)
Times have changed—and so has our connection with print media: Technology has changed the way that print marketing is consumed. To be effective, print must be used as part of a broader, more inclusive integrated marketing effort. People will have a stronger connection to printed media when a campaign is layered with other channels, including social media, mobile marketing, video and others.
The rule of thumb is that marketing content must be relevant and brand-centered. But it also must be trackable. As marketers we need to collect and track the data that helps us define our message and our delivery so that we can redeploy and create connections—and ongoing dialogue—with our audience. Consider using print ads or direct mail to funnel people back to your digital sites using coupon codes or special offers.
There’s also something to be said for changing things up: With all the clamor surrounding the next big digital innovation, print offers a refreshing changeup. According to “The Household Diary” from the United States Postal Service, the USPS saw a 2% decrease in direct mail in 2016. Yet, there is a 3.9% year-to-year increase in the number if postcards read by consumers. Why not consider seizing the opportunity to stand out from the competition by including direct mail in your next campaign?
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Click below to link to an infographic that shows how print can re-energize your marketing strategy. https://www.marketingprofs.com/chirp/2017/32613/print-a-tangible-way-to-invigorate-your-marketing-strategy-infographic
As with anything, it’s all about balance: Print will continue to be both essential and relevant—but as part of a comprehensive and measurable marketing program. What are your thoughts? Do you use print as part of your marketing effort? We’re always interested in feedback.
