Not Dead Yet: Why Print Marketing Still Matters

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Print is dead.

At least that’s what some people thought as the popularity of the Internet and reliance on technology increased throughout the last decade.

With the introduction of social media, digital advertising and the increased use of the smartphone and tablet, this new digital age has definitely changed the way we market to consumers, but one thing remains consistent: print still matters.

The truth is, even though research has found that more than 90 percent of adults own a PC or laptop and 80 percent own a smartphone, print marketing truly is more important than ever.

Why is Print Marketing Still Relevant?

Printed materials have been used as an integral marketing tool for hundreds of years. It was the first medium that allowed companies to reach potential customers on a much larger scale.

Although new technology may allow you to reach even more people, print remains the foundation of marketing.

The effectiveness and appeal of printed materials continues to remain steady, despite the continuous introduction of new technology. In fact, 92 percent of young shoppers said they prefer direct mail for making purchasing decisions, dispelling the myth that traditional print advertising isn’t as effective with the millennial generation.

Here are a few characteristics of print that provide advantages against other forms of marketing:

Credibility

Between photo editing programs and satire news sites (not to mention the fear of viruses and spam associated with pop-up and banner advertisements), consumers are taking the information they receive online with a grain of salt. For this reason, many turn to print for accurate information.

Studies have found that 56 percent of customers believe print to be the most credible type of marketing. In order to gain the trust of consumers, adding print materials to your marketing campaign is a great place to start.

Tangibility

Receiving a postcard in the mail or a flyer at an event gives consumers something tangible they can hold on to. Think about it – when you receive a wedding announcement or party invitation, you pin it to your bulletin board or tape it to your refrigerator as a reminder.

Studies have found many people also apply this process to the print advertisements they receive, as a reported 48 percent of people keep direct mail for future reference. Also, having something physical to hold on to engages more senses, making it more memorable.

A Personal Touch

With all of this technology, a personal touch is needed to let consumers know that they are important. Print is the perfect medium to do this.

In fact, 70 percent of Americans said they find direct mail more personal than digital advertising. When you include the help of technology, you can create customized coupons, brochures or postcards to send out to targeted consumers and create even more personalized content that leaves a lasting impression.

Engagement

We all know that consumers are bombarded with advertisements on a daily basis. But did you know that consumers are actually more engaged when reading printed materials as opposed to digital content?

A study revealed that people read digital screen text 20 to 30 percent slower than printed paper and skim the content in as little as 15 seconds.

Standing Out

As the use of digital advertising has increased, fewer people are using printed marketing materials. People are no longer bombarded with printed pieces in their mailbox, giving you easy access to this untapped potential.

Effectiveness

One of the largest benefits to printed materials is the continuous effectiveness as a marketing tool. The average return on investment for direct mail marketing is a 13-to-1 ratio, and integrating print into your digital campaign can help you take your marketing strategy to the next level.

In fact, in 2010, direct mail increased company sales in the U.S. by $702 billion.

Adding Printed Marketing Materials to Your Campaign

There are several ways you can integrate print into your marketing strategy to make it more effective, including the traditional solutions of direct mail, flyers and business cards.

Here are a few other ways in which you can set your printed materials apart from the competition:

QR Codes

These small squares are a great way to bring print into your digital campaign. Smartphone users can scan them and easily get more information on your company, product or event.

QR codes allow you to take customers to a specific landing page or promotional page of content without forcing them to type in a URL.

QR code tips:
• Make sure there is a purpose for your QR code and that it adds to the user’s overall experience
• Link to a mobile site
• Use a URL shortener for your codes so it’s easier for smartphones to read

Large Format Printing

Large format prints are ideal for trade shows and events. They help create better brand recognition and can result in higher traffic to your booth or table.

Large format printing tips:

• Make sure to have your materials printed by a company that produces high-quality work
• Keep your prints consistent with your company’s branding
• Triple-check your measurements to make sure you get the right size

Variable Data Prints

As previously stated, one of the benefits to using print is the ability to personalize your materials. This strategy is referred to as variable data printing and allows you to create customized, targeted materials.

Variable data printing tips:

• Know your goals and objectives
• Keep it simple
• Track your results

Get the Very Best Printing Services From Great Lakes Integrated

Great Lakes Integrated has been an industry leader in print marketing for more than 80 years. Our state-of-the-art technology provides you with high-quality prints that help you truly stand out from the competition.

We offer printing services ranging from premedia and web printing to variable data and large-format printing.

To learn more about our printing marketing services and how we can help you take your campaign to the next level, contact Great Lakes Integrated today.

One response

Isabella

September 21, 2015 5:59 am

I agree that print marketing is effective in adding credibility and generating more trust in a customer. While digital marketing campaigns can allow you to reach a huge audience, don’t limit yourself to only those who are computer literate. There are still a lot of people who will respond better to traditional forms of marketing such as print. A marketing campaign involving both digital and print marketing is a wining formula.

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