While digital advertising and social media are becoming increasingly popular in recent years, print media is still a dominant avenue for promoting brands. The internet and social media are powerful tools to wield, but if you don’t know how to manipulate them to your advantage, you won’t achieve much success.
When we talk about print advertising, it doesn’t just refer to the flat photo ads embedded in newspapers or magazines. Print media is everywhere in the real world, in the letters you receive in the mailbox, the logos and taglines plastered on brand merchandise, and the posters and billboards you see when you walk around your city.
There is still an argument to be made for print media and all its iterations. If you are wondering if it’s still worth investing a portion of your marketing budget for offline ads, here are five facts that may help you decide:
1. Conversion is still higher with print
Americans spend an average of two and a half hours a day on the internet and social media platforms but only 45% said they would act on digital advertisements that they receive. Conversion is still higher with printed media, with 79% of consumers saying they will respond to direct mailers. What this means is that you may spend the same amount of marketing budget on both avenues but you will probably get a better return on your investment with print.
2. Print reinforces online advertising
We may make the mistake of thinking that print and digital media work exclusively. Statistics show that a combination of print and digital advertising can improve an online campaign by 400%. There is a greater chance of success for your marketing strategy if you utilize both avenues.
3. Consumers still trust print media
While it may seem like we are consuming all of our information online, 82% or four out of five American consumers still trust ads in print media in contrast to 25% of who say they trust digital advertisements. The volume of advertising may be increasing online, but at the end of the day, print still offers a high level of credibility that is crucial when swaying purchase decisions.
4. The print is more memorable
According to a study by a Canadian firm, they found that a person’s ability to recall a brand’s name based on a printed ad received by direct mail was 70% than a digital one. The study supposes that it may be because direct mail requires 21% less brainpower to understand
5. More people are likely to ignore an email
While email marketing can reach millions of people with a single click, it doesn’t guarantee a response. Many users have boxes filled with spam mail that usually go directly to their trash. Statistics show 80% of snail mail is opened while 80% of electronic ones are not.
In conclusion
It isn’t time to rule out print advertising just yet. We don’t spend our entire lives on the internet, and not all of our purchase decisions are influenced by digital ads. There is still plenty of opportunities to capture customers’ attention through printed media. So until we are all glued to a digital screen 24/7, print advertising isn’t dead.
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