One of the most common misconceptions about modern-day marketing is that everything has to be digital to break through the virtual “noise” that we all experience on a daily basis.
In reality, the reverse is true. According to experts, about 66% of direct mail collateral gets opened whereas about 82% of online ads and similar techniques get ignored entirely.
In fact, there are a plethora of different reasons why you would want to increase your marketing efforts with print-based materials, all of which are more than worth exploring.
The Power of Print: Breaking Things Down
By far, one of the biggest benefits of print marketing simply comes down to the fact that it’s far more effective than most people realize – even in the fast-paced digital era that we’re now living in.
According to one recent study, it’s effective with 18 to 23-year-olds in particular – they say that it’s easier to read print than digital content. This makes a great amount of sense, given the fact that most people are being bombarded with digital marketing virtually all day long.
Not only that, but the same source as above indicated that about 80% of consumers of all ages end up acting on directed print mail advertisements. This, too, is logical – a printed flyer, pamphlet, or other piece of content is something that you can hold in your hand. You can put it on your refrigerator or you can give it to a friend or loved one. This is contrary to something like an email, which is likely to get deleted or archived – if it doesn’t get instantly caught up in someone’s SPAM filter.
But perhaps the most telling statistic of all is that 77% of consumers say that print drives a higher level of recall when compared to digital – meaning that they’re likely to remember your brand, your products, and your services for a longer period of time. That means that even if they aren’t ready to make a purchase today, when that time comes, the first company they’re likely to contact is yours.
Multi-Channel Marketing
None of this is to say that you can’t also use digital techniques.
Social media is quite effective in terms of spreading brand awareness and obviously, all businesses should have a website of some kind. But by including techniques like QR codes along with your printed material, you can begin an experience with someone in the physical world and allow them to continue it in the digital one if they choose to. That QR code could link directly to your website or social media channels – giving people an option in terms of how they interact with your brand, where, when, and why. That in and of itself may be the most important benefit of all.
At our print shop, we do more than sell printing. We make a concerted effort to learn about the specific needs of each client we work with, all so that we can become the most important thing of all – a true partner in every sense of the term. One that is every bit as dedicated to your success as you are, and one who is positioned to leverage innovative ideas and solutions to help you accomplish your goals.
If you’d like to find out more information about why it’s a good idea to increase your marketing efforts with print-based collateral, or if you have any additional questions that you’d like to discuss with someone in a bit more detail, please don’t hesitate to contact us today.
Eye on Marketing 