Why Successful Businesses Haven’t Turned Their Back on Print

The world we currently live in is a digital world, with the majority of what we’re faced with being digitalised in some shape or form — electric toothbrushes, online booking systems, ordering groceries. However, there are still some things that work well traditionally.

When it comes to marketing methods, sure there are some rather sophisticated digital methods to target customers, however print marketing is still remaining popular with customers often due to its transparency and not being delivered to us in a sly and deceptive way. Too many intrusive and sometimes creepy digital adverts targeted towards our specific needs can be obnoxious and downright annoying — 91 per cent of people stated that ads are more intrusive today then they were around two years ago.

Companies are still using print advertising as well as TV ads. Leaflets are still being posted through our letterboxes to tell us about deals of the week. But why are they still using this method? This article will look at why big businesses haven’t turned their back on print in a hugely digitalised world.

Why is print marketing effective?

Print marketing works — it’s a fact. 79 per cent of consumers will act on direct mail immediately compared to 45 per cent who deal with emails straight away. It seems that pieces of printed paper pack a punch with us. By why?

Neuromarketing research by USPS revealed that physical, printed ads have a stronger effect on consumer decision making, with participants more likely to spend more time with printed marketing ads and remember them quicker and more confidently than their digital counterparts. Participants also showed a stronger desire for a product shown in print and showed more brain stimulation. Marketing backed up with science!

It would appear that when you touch and feel printed ads, they’ll resonate with you better — you can’t feel a Facebook ad can you? Yet…

Print marketing not only taps into haptic memory but has a stronger emotional connection too. Studies have shown that customers are more likely to trust a brand when they have good quality materials due to the authenticity and positive associations with the brand — an extremely valuable relationship to retain customers and build brand loyalty.

Is print marketing worth the investment?

Admittedly, advertising online and on social media can keep costs down. However, investing in print marketing increases overall revenue.

Multi-media campaign research revealed that print advertising demonstrated the highest return on investment. Of course the cost of print marketing depends on your needs, but you can keep prices down with flyers and newspaper distribution.

The perceived value of print is still high — 58 per cent of avid newspaper readers preferred print, whereas 28 per cent preferred reading online. In the same way, magazine subscribers have an emotional response when their favourite magazine is posted personally to their front door. Not only do we show a clear preference to tangible marketing, we give it our undivided attention rather than multitasking while absentmindedly reading digital content. According to research, a magazine reader will spend around 25 minutes with it, whereas online, you’ll be lucky to get more than two minutes.

Similarly, print marketing in magazines is targeted specifically on consumers who spend money for particular content. It isn’t something they stumbled upon online — it’s a genuine interest with no click baiting or infuriating popups.

Although it’s important to have a blend of channels in your marketing strategy from traditional to digital, don’t forget about print — it’s the most effective!