7 Benefits of Print Marketing in a Digital Age
In an age dominated by digital innovations and virtual interactions, it’s easy to overlook the enduring impact of traditional marketing methods. Print marketing, once considered a staple of advertising, has taken a back seat to the allure of digital campaigns through much of the last decade. However, the pendulum seems to be swinging back as businesses rediscover the undeniable benefits of going “back to basics” with print marketing in our digital world.
7 Benefits of Print Marketing in a Digital Age:
1. Print Marketing is Something Different
Amidst the flurry of emails, social media notifications, and pop-up ads, print marketing offers space to breathe. Physical materials such as brochures, flyers, and postcards engage the senses in a way that digital content can’t replicate, creating a deeper mental response from the viewer. A 2019 study by Temple University and the USPS found that physical advertisements are more memorable and emotionally resonant than their digital counterparts and had a longer lasting impact on consumers.
2. Print Marketing Stands Out in the Digital Noise
In the digital realm, consumers are bombarded with a constant influx of information. The average person is exposed to thousands of online ads every day, resulting in a phenomenon known as “banner blindness,” where consumers scroll right past digital ads on webpages, relegating them to background noise. Print marketing, on the other hand, provides a way to stand out from the overwhelming digital clutter that’s a reprieve for overstimulated consumers.
3. Print Marketing Builds Trust and Credibility
Print marketing exudes a sense of trust and credibility that digital ads struggle to match. A study by MarketingSherpa revealed that 82% of consumers trust print ads when making purchasing decisions, making it the most trusted form of advertising. This is attributed to the physical presence of the material, which lends an air of authenticity and permanence. In a world where online content can be fleeting and easily manipulated, print materials stand as a symbol of reliability.
4. Print Marketing is Targeted and Tangible
Print marketing allows for highly targeted campaigns that cater to specific demographics. Direct mail, for instance, can be tailored to reach a specific audience based on geographic location, purchase history, or other criteria using targeted mailing lists. According to the Data & Marketing Association, the average response rate for direct mail campaigns is 9%. This indicates a significantly higher response rate compared to most digital channels.
5. Print Marketing is on the Customer’s Terms
As online tracking is regulated and third-party cookies tracing consumers’ browsing habits are phased out, easy data collection on consumers through interaction with digital ads is becoming more difficult. This has caused marketers to pivot to more traditional channels. This has benefits for both the companies and the consumers. The companies get to take advantage of building their brand across multiple touchpoints, which increases ROI, and customers get to interact with brands on their own terms, across channels they view as more trustworthy.
6. Print Marketing Makes a Lasting Impression
Unlike digital ads that vanish with a click, printed materials tend to stick around. The tactile nature of print materials contributes to their longevity. While the lifespan of an email is a of couple seconds, the lifespan of a direct mail piece can be up to 17 days. This is because rather than being deleted instantly, print materials are more likely to linger on the counter in households, on the front desk in offices, or in waiting areas, providing repeated exposure and brand reinforcement.
7. Print Marketing Plays Well with Digital
Another benefit of print marketing is that it doesn’t have to exist in isolation from digital efforts. In fact, the two can complement each other effectively. QR codes on print materials, for example, bridge the gap between physical and digital realms. Scanning a QR code with a smartphone allows users to access a website, landing page, or special offer, seamlessly merging the tactile advantages of print with the interactivity of the digital world.
What’s Considered Print Marketing?
When you think of print marketing, you may think of a magazine ad or even a billboard, but the term encompasses much more:
- Print Advertisements – traditional advertisements in magazines and newspapers, probably your first thought when you think of “print marketing”
- Postcard Marketing and Direct Mail – printed postcard advertisements sent through the mail, highly targeted and customized to the consumer
- Yard Signs – printed signs placed in the yards of businesses or clients, advertising services or property for sale
- Billboards- the most large-scale form of print advertising, usually outdoors and designed for high visibility
- Flyers and Brochures- includes a mixture of printed text and images, used to inform about a topic, event, or business in depth
- Business Cards- a tangible, hand-held, printed representation of a person’s occupational profile
- Promotional Materials – a small gift or giveaway item, such as chapstick, a keychain, or a reusable water bottle, printed with the logo and information of a business
- Video in Print – a unique combination of a video screen within a printed brochure that can be sent through the mail
Print is on the Comeback
The resurgence of print marketing in our digital world speaks to its enduring power, and it doesn’t seem to be slowing down. Print marketing is particularly effective in industries such as real estate, e-commerce, elder care and senior services, service-based businesses, and franchising. The only thing left to do is see how to get your company involved in print’s comeback, and Xpressdocs makes it easy. With over 20 years in print marketing, Xpressdocs has built a niche as a quality print provider for the digital age, with solutions that bridge the gap between traditional and digital marketing.