In an age dominated by digital marketing, it might appear that print marketing has met its demise. The past decade has borne witness to the decline of magazines and newspapers, with many reduced to mere shadows of their former selves, while others have faded into oblivion.
The prevailing belief is that to connect with customers, one must do so through the digital screen. However, this assumption falls short of the full truth. Despite the digital wave that has swept consumer-brand interactions, print marketing still possesses an enduring power.
In fact, the very qualities that seemingly rendered print obsolete in today’s fast-paced, hyper-connected world are the very qualities that continue to resonate with significant segments of the population. Surprisingly, nearly 80% of individuals express a preference for engaging with print advertising over digital ads.
This preference can be largely attributed to the permanence of print; a tangible, physical item holds more value than its digital counterpart, which exists solely as a fleeting electronic image.
The element of permanence also significantly impacts the level of engagement people have with print advertising. Online news platforms often deliver brief, rapidly refreshed snippets of information, resulting in the average person spending no more than five minutes perusing a site.
In contrast, individuals reading printed materials typically allocate around 20 minutes or more to their reading. Whether conscious of it or not, the knowledge that printed materials remain unchanged allows readers to immerse themselves in the content, unburdened by the anticipation of something new.
Print Still Matters
All these factors underline the importance of not forsaking print as a marketing medium. The integration of printed marketing materials into an overarching strategy ensures that even younger consumers view your brand as trustworthy and memorable when making purchasing decisions.
A hybrid approach that combines print and digital advertising has been shown to enhance campaign effectiveness nearly fourfold compared to a single-strategy approach.
By partnering with a proficient provider of professional print solutions rooted in this hybrid approach, you can amplify the performance of your marketing efforts and effectively reach your target audience.
To delve further into the reasons why print marketing continues to hold sway in today’s marketplace, explore the insights presented in the accompanying resource.
Infographic created by Integ, a commercial printing company