Print Marketing Isn’t Dead: Four Reasons to Incorporate Print Marketing into Your Advertising Plan
There are many reasons to use print marketing in today's day and age. Imagine logging on to Facebook, Twitter, or Instagram. As you scroll, ads fill the space between posts. As a small business, it may seem that digital advertising is the only smart way to spend your marketing dollars. Globally, advertisers spent $567.49 billion in digital ads in 2022.
However, incorporating printing services and print marketing into an advertising plan has many unique benefits and essential qualities. While print marketing may seem outdated in an increasingly digital world, print marketing can accomplish some things that digital just can’t. Here are four benefits of print marketing.
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Print marketing is tangible
It can be challenging to build a connection with customers through digital marketing. Most users scroll past without reading or interacting with online or email marketing.
A physical piece of marketing, such as a mailer, door hanging, business card, or advertisement in a magazine or newspaper, creates an instant connection with a potential client through touch. Clients who touch and interact with a physical ad are likely to engage with a product or visit a business, driving business to your company.
While most users scroll past ads without noticing them, print marketing is easy for people to hold on to, put on their fridge, and clip from a printed source. The instant connection builds trust and rapport between businesses and consumers.
Print marketing builds trust with clients
Recent research from GroupM suggests that most consumers have a generally negative view of digital marketing compared to other marketing types. Concerns about digital privacy and user data breaches drive consumer perceptions of digital advertising. Another survey from 2016 found that 82% of consumers trust print marketing over other mediums.
As the oldest advertising method, print marketing is a time-tested method of reaching clients and building trust. Consumers inherently trust a piece of physical advertising more than digital ads. Whether you use direct mailers or advertise via other modes of print media, you can build instant trust with customers by choosing reputable, well-established newspapers, magazines, or mailers.
There’s also no risk of losing user data through traditional print advertising. Companies can use data analytics to create personalized print advertising for customers, further building trust with their clients.
Print marketing has high levels of engagement
When compared to digital ads, print marketing has higher levels of engagement. A USPS survey found that 59% of millennials reported receiving too many marketing emails. On the other hand, 62% of millennials said they visited a store after receiving a piece of physical marketing. This rate was higher than both Gen-X and Baby Boomer respondents.
Millennials also reportedly spend more time engaging with print marketing versus digital marketing. Suffering from digital fatigue, millennial and younger consumers are more eager and willing to engage with physical materials than digital.
Use print media to bridge the gap between digital and print by incorporating QR codes, mentioning social media, and providing website information on your print marketing.
Print marketing lasts longer than digital
Unlike digital marketing, physical postcards, mailers and advertisements are easy to save to serve as a reminder for future purchases. Consumers find it easier to put an ad, menu, or coupon on their fridge or in a designated spot than search through marketing emails or digital advertisements.
Millennial consumers enjoy receiving coupons for restaurants and retail stores in the mail and are likelier to shop from a store they’ve received a promotion.
Instead of wasting your marketing budget trying to stand out in an over-saturated digital landscape, direct some funding to physical marketing. It’s a surefire way to engage your clients and build brand recognition.
Conclusion: Choose AlphaGraphics Totowa New Jersey For Your Print Marketing Needs
Although more consumers are spending time online, there’s no denying the positive impact print marketing can have on your business. Combining digital and print marketing can build rapport with customers, drive customers to your business, and yield a higher return on your advertising investment.