In today’s digital world, an all digital marketing strategy certainly has an allure. Internet and mobile device usage is ever-rising and the population is turning to digital media for news and entertainment alike. Not to mention, digital tactics tend to be less expensive than printing and distributing post cards or taking out a full-page ad in a magazine. So why do we still need print marketing?
Print still works.
According to Compu-Mail, 40% of consumers try new businesses after receiving direct mail1. The reasons for this are simple: audiences find print more personal and more engaging than online messages.
In fact, 70% of Americans say mail is more personal than the Internet, which is why people still spend big bucks to send out wedding invitations and personalized Christmas cards in the mail. Think about it this way, if you received an eye-catching direct-mail piece, you’re more likely to pay attention to the message than if you were fed the same information in a banner ad on top of your daily internet surfing excursion. This is true across generations, with young adults being among the most responsive to direct mail2.
Print advertising has also been found to be more engaging. A study by the Journal of Research and Reading3 found that online elements such as scrolling, links, video and animations can distract readers so they are not fully absorbing the information on their screen. On the other hand, people reading books or magazines spend more time on the content they are reading and tend to be more relaxed when doing so.
Make your printed message pop.
Now that you’ve learned the benefits of keeping print in your marketing mix, use these three tips to maximize effectiveness:
1. Make it memorable.
Make the most of your print marketing’s tangibility by creating and delivering a clutter buster. It should be something that’s eye-catching and forces readers to engage with the piece longer than normal.
2. Hit your target.
Make sure your print materials are getting in front of the right eyes. Consider specialty publications for print ads and purchasing contact lists of individuals in your target audience for direct mail. A solid media strategy can make a big difference in the ROI of your printed message.
3. Have a clear call to action.
What action do you want people to do when they see this marketing piece? Visit your website? Give you a call? Subscribe to your newsletter or e-mail blasts? Whatever it is, make sure it’s strong and clear.
While the pull of an all-digital marketing strategy is strong, try to resist. The digital age isn’t always what it seems—print is not dead. An integrated approach to digital and print works best in almost every marketing scenario. Learn more about how to use the right digital and traditional tactics to move the needle by reading the white paper, The Smart Marketer’s Guide to the Right Digital and Traditional Tactics .
