In the age of rapidly evolving digital marketing, one might be tempted to overlook the lasting impact of print media. However, print advertising continues to prove its worth as a credible, memorable, and highly effective way to reach customers. With studies revealing compelling statistics, it’s clear that print media possesses a unique set of advantages that can’t be ignored.
Print longevity and credibility
One of the most remarkable attributes of print media is its longevity. A printed promotion has the ability to linger in the hands and minds of consumers for an extended period, unlike digital ads that can be easily swiped away or forgotten in a sea of online content. Print media demands attention through its tangibility. Studies have shown that readers are more likely to recall brand names from printed material compared to digital. In fact, research indicates that 75% of participants could remember brand names from print, while only 44% could do the same for digital.
Creating active engagement
Print media doesn’t just stop at recall; it sparks active engagement. Whether it’s a well-placed call to action, the turn of a page, or even the simple act of placing a brochure in a drawer for future reference, print encourages consumers to interact with it in a meaningful way. This level of engagement sets print advertising apart from its digital counterparts, where users often scroll past ads without giving them a second thought.
The tangibility advantage
The physicality of print media lends itself to higher interactivity. People tend to revisit printed materials multiple times, with most items of mail being interacted with between 3 to 5 times. It’s not uncommon for consumers to retain mailed materials for over a month, ensuring that the message continues to resonate long after its initial reception. Print also gets shared with other potential consumers/clients.
Contrary to the perception that print advertising lacks measurability, the rise of automation and digital printing has revolutionised this aspect. A/B testing, once reserved for purely digital channels, is now a reality for print campaigns as well. This means that the success of a print campaign can be tracked and analysed, providing transparent insights into its impact.
Direct mail resilience
Direct mail, a form of print media, that can even be personalised if you have a database, boasts impressive response rates that rival and often exceed the transience of email. While email campaigns have an average lifespan of just 1.5 hours, print in direct mail remains relevant for an average of 17 days. This endurance translates to better return on investment (ROI), with campaigns featuring mail achieving a 53% greater likelihood of reporting ROI benefits.
Furthermore, direct mail offers a personal touch that digital communication often struggles to replicate. A staggering 95% of recipients engage with print, and 87% describe it as believable and trustworthy. In a world where authenticity is increasingly valued, this perception of credibility can make a significant difference in a brand’s image.
In an era of information overload, print media stands out by offering a respite from the constant barrage of digital content. With email inboxes flooded and social media feeds overflowing with sponsored posts, print media offers a refreshing way to capture attention without the need to fight for space in an already crowded digital landscape.
As the digital world continues to evolve, print media stands its ground as a valuable and effective means of reaching customers and driving results.