The world is moving at lightning speed towards a digital realm, but there is one place where traditional still seems to trump digital: marketing. Print marketing is still the reigning king in the marketing arena, it seems. According to a 2015 study by TrueImpact, 70 percent of people are more likely to remember brands seen in print than in digital. While the interest in digital marketing has seen an uptick, there is no question that there still remains a place for print in business’ content and marketing strategy, and with good reason. In an era filled with SEO trends and customer acquisition strategies using inbound marketing tools, here’s exactly why the art of print media remains relevant.
Print Media Remains The Best Tool For Targeting And Selection Of Audiences
While the internet and digital platforms have the advantage of transcending global boundaries, print media brings with it the power to accurately hone in on your ideal target market. For businesses operating in niche environments, this will prove to be a particularly useful tool in the market segregation process. Interestingly, research has shown that it is not the older generation that prefers print media, but millennials. The beauty of employing print in your marketing campaign is that it offers greater choices and selectivity for the location and delivery method for marketing campaigns, adverts or flyers.
One great example is the Nestle Chunky mail campaign, launched in 2012. In it, the company issued campaign mail packages directly to the doors of a selected group of people, which encouraged them to visit their local store and claim a free Nestle Chunky bar. The personal and selective nature of this campaign is exactly why it worked: each mail felt like it was prepared specifically for the recipient, and it was customized to mimic the new product. In the end, this tactic allows you to further customize your marketing strategy and connect with an audience that is closely related to your product/service, your organization, and what your brand stands for.
When It Comes To Staying Power, Print Reigns Supreme
As mentioned before, print media has been shown to have more staying power than digital alternatives. Consumers are more engaged when it comes to print media, as shown in the multiple studies that have proved that print is both more memorable and stimulating. In 2017, The Louvre’s Highway Gallery campaign proved that print can still garner great results, including customer engagement. The campaign boosted media impressions to a staggering 35 million for the museum. People remember it more, possibly because it also garners more trust from consumers.
In a survey by MarketingSherpa, 82 percent of participants said they trusted print ads when making purchasing decisions while only 25 percent admitted they would trust online pop-up ads. Over 85 percent of customers are more likely to shop with businesses who had their own printed advert materials. The task of securing print ad materials has also been made highly efficient. For correspondence, e-commerce aids can be integrated into the process. For example, owners can use OnlineStamp to buy stamps, and for bulk buying, secure discounts in addition to reducing time constraints. Finally, Building trust is a key goal for any business looking to secure new customers and retain previous ones. Print can help you do that.
Different Is In – Print Media Gives You That
With more businesses gravitating towards the digital platform, incorporating print marketing into your marketing plans gives you a competitive edge. A huge part/goal of any marketing campaign is to grab the viewers’ attention and make a lasting impression. The same can be said about creating or building a new business brand. Finally, different can equate to better bottom lines for businesses. Print has been shown to produce a higher return on investment. Magazine adverts have been shown to generate $3.94 for every $1 spent on advertising, according to figures from the Magazine Publishers Of America.
Don’t Ditch The Digital Marketing Plan Just Yet
This does not mean that digital marketing does not have its merits in today’s environment. In fact, the goal should be achieving the right balance between the two for your company and your intended audience. Digital can prove to be more cost-effective, so getting the marketing medium mix right can help businesses optimize their marketing budget. In addition, digital ads do tap into specific markets, such as the tech-savvy target market, whilst print also reaches its own specific demographic. Therefore, for a business looking to optimize their reach and the impact of their marketing plans, a combination is currently the best bet.
There’s no question about whether print marketing remains steadfast in the business industry today. Now, the only question is, can businesses achieve the optimum mix of both?
