Brochures, catalogs, flyers, publications, direct mail campaigns – these are just a few of many reasons print media is nowhere near dead. While some businesses aim for a 100 percent virtual experience, the reality is that print media continues to be a valuable resource for brands. With the power to attract leads, reward customers, share information, and more, print media remains a powerful marketing and engagement tool. Are you taking full advantage or missing the mark?
All-Virtual Strategy Misses the Mark
Companies dedicated to 100 percent virtual marketing appear to be missing out on the opportunity for optimal influence. According to a recent study, 69 percent of shoppers say they rely on newspapers, and 67 percent rely on direct mail for sales and product information. Surprisingly enough, more than 90 percent of the younger and more internet savvy demographics prefer print advertisements. If these studies are reliable, they prove that print is durable and effective.
One theory is that print marketing is able to break through the noise and clutter of the internet. The average person sees more than 3,000 messages a day, the majority of which are internet advertisements.
Benefits of Print Media
There are a number of benefits to print media, but here are a few of the main ones:
- Print stands out. Because it is used less, print media stands out against a sea of online advertising. Almost everyone has shifted their focus to the internet, meaning there is an empty void waiting to be filled. While you continuously check your email throughout the day, there is typically a dedicated time where you go to the mailbox and check for mail. These few minutes require more attention than mindlessly sitting in front of a computer screen.
- Print lasts. Think about the last virtual advertisement you saw. Where is it now? If you go back to that website, is it still there? Virtual advertisements come and go with the click of a button. Print advertisements have longevity. Whether it’s a cup, magnet, or magazine, the odds are greater that a person will be continuously exposed to a print ad over time.
- Print is cheaper. While internet advertisements are typically able to reach a larger audience, they usually bring a lower ROI than print. The Advertising Specialties Study reports print marketing efforts have an average cost per impression of $0.002, while online marketing is closer to $0.0025. Another study shows that print advertising expenditures generate an average of $12.57 in sales for every $1.00 spent.
- Print builds loyalty. Every major successful brand has a presence in print media. If you want to develop brand loyalty and trust, you need to commit to some print media in your advertising campaign.
The moral of the story is that print marketing is still very much alive. While everyone is shifting their efforts to online marketing, we are forgetting where we came from. Print media still has a place in marketing and should be utilized to complement an online marketing strategy.
How do you plan on implementing print media into your marketing strategy this year?