Why Print Marketing Isn’t Dead

While the world is heading into a completely digital era, printed marketing materials remain an effective way of making an impression on potential customers.

There’s no denying that digital marketing is an effective advertising tool; however, print advertising is one of the most trusted ways of gaining clientele.

Here we’ll be taking a look at print marketing and why it remains a viable marketing strategy. If you’re after a trusted marketing agency that specialises in direct mail and print marketing campaigns, check out CX Services.

Print Advertising Delivers Results

One of the main reasons print advertising maintains a steady pulse is because it’s been proven to deliver results with the highest ROI of 112% across all mediums.

While digital marketing is an eco-friendly option, people prefer things that they can physically interact with. Furthermore, a survey has indicated that customers prefer direct mail compared to digital ads.

You’re unlikely to find a large corporation that prints advertisements, but you’ll certainly find that this is still a common practice among small businesses.

Brochures are still a very popular way to gain clients and one of the most common users are learning institutions such as high schools, colleges, and universities.

Due to the immense decrease in physical ads, businesses have found that being the only advertisement in a mailbox puts you ahead of the competition and it’s not worth it to try and compete for a place in a spam mailbox.

Longer Lifespans

Digital ads will likely end up in your email’s recycle bin, whereas a newspaper ad or brochure will likely find its way into the unoccupied drawer in your kitchen, only to be fished out as you recalled it containing a special deal of some sort.

Digital marketing has a very short lifespan and most people find it more annoying than anything else. Digital noise has presented itself as a common problem as most people find themselves bombarded by a company’s marketing efforts.

Sure, print collateral can cover every crevice of your home if you’re not careful, but the chances of that happening are quite low.

You’re also more likely to pay attention to a printed marketing strategy than to a digital one. The message can reach audiences as long as it’s in the view of the potential client and eventually, it will either be thrown away or the customer will pursue the offer.

Ultimately, it has a long-lasting effect on the purchase decision of one or many people.

Overall Trust

Print marketing is one of the most trusted forms of advertising due to a variety of reasons.

The general design behind the majority of print media is to increase user engagement, stimulation, review time, valuation, desirability, memory retrieval, and memory speed and confidence.

The major benefit of print marketing is that it can be touched and this allows for more channels for ads to get their message across to the consumer.

Print marketing materials also allow for an omni channel marketing environment, this means that the target audience can feel the density of the paper, grip the pages, and experience the overall composition.

Customers are more likely to respond to print marketing ads than to digital campaigns. The overall catalogue response rate has increased by 43% compared to the previous year, with a 190% increase in prospect response rates.

Overall Engagement

Print marketing has proven to be more engaging to consumers as they will spend roughly 30 minutes reading their mail, 25 minutes of direct mail, 30 minutes of catalogues, and 45 minutes on magazines.

There’s also the convenience factor, as physical mail has proven to be the preferred method of brand communication compared to digital advertising.

Reading on paper has proven to be more effortless compared to digital variations. Studies have shown that the human brain requires 21% less cognitive resources to process information that’s been printed.

This means that potential customers are likely to remember the contents of the advertisement.

Tangible Print Advertising

Print advertisements are important to small businesses that need to get customers to physical locations.

The print collateral is quite impactful, especially to businesses that are on the move and participate in event marketing. The print ad will provide customers with a physical reminder of your brand.

Another major benefit is that it attracts the attention of the customer that isn’t technologically inclined.

These customer relationships are important as they’re the ones that will appreciate the print ads.

Print Ads are Customisable

Due to the presence of VDP (variable data printing), a variety of elements can be changed from one piece to the next.

Print ads are easily altered to create modern prints which are perfect for direct mail applications.

However, quality data is needed as there is bad data that can undermine the effect of your direct mail campaign.