Why is Print Marketing Still Important?
Print is still an incredibly powerful marketing tool, particularly when it is combined with social and digital marketing. Here are six reasons why it is still worth considering print as part of your marketing mix.
People trust print
The internet can be subject to various scams and fraud, so people tend to have much lower trust levels than information received through the letterbox. Picking up a leaflet doesn’t pose any immediate risks, whereas dodgy links or documents that you often see online can.
Millennials respond to print
Though millennials are usually more geared toward digital devices and online marketing, a study conducted by Quad Graphics found that 82% of millennials said they would engage with retail print literature.
Fewer printed items
With the rise in digital, more adverts are online and fewer via printed mediums, creating a huge opportunity for marketers to take advantage of. As very little goes through the letterbox, your message is more likely to be read than in the overcrowded digital space where everyone is trying to take ownership of it.
Retention rates are higher
Digital media has lots of distractions, so messages read whilst on your phone or computer are less likely to be read properly. According to research a different part of our brain is used for reading printed text, making us more receptive to the material.
Print is tangible
One of the main advantages of print compared to digital marketing is that you can touch and smell it, a more powerful thing than you otherwise may have considered. Research has shown that physical media generates higher levels of emotion, which in turn helps develop more positive brand associations.
Print stands out
A well-designed leaflet can really stand out and encourage recipients to read on and explore more. Due to the number of marketing messages on email and social media that are never looked at, this has meant that a lot of brands creative content gets overlooked.
