Did you know that 70 percent of Americans still prefer to read printed mail? In fact, 67 percent will choose it over digital. These statistics alone show that there is still very much of an appetite for printed products.
A the same time, we cannot deny that we live in a digital world these days. Because of this, a lot of businesses may assume that they should focus their marketing efforts purely on online marketing, rather than print marketing.
However, the best campaigns are those that combine both online and offline marketing. This is because there are still numerous benefits that paper advertisement can provide in a digital world. So, let’s take a look at them in more detail so you can get a better understanding:
1. Paper advertisements are tangible
The likes of commercial flyer printing and business card printing have one distinct advantage that online marketing is never going to have; these products are tangible.
You can pick up a flyer, leaflet, or booklet, you can put it down. You can read it at a time that is convenient for you. You can go back to it at a later date. All of these are things that people very much value.
There is just something different about holding a brochure in comparison to viewing a digital one. It has more of a sleek and professional feel, and this is something that you will definitely want to be associated with your brand.
You also need to consider the fact that when a leaflet is posted through your letterbox, you can easily pick it up, put it on your table, and then read it when it’s convenient for you. This does not usually happen with online advertisements. Instead, they have a habit of popping up at the most inconvenient times.
Plus, if you want to view the content of an advert at a later date, you will need to bookmark the website and go back to it. This is a lot more inconvenient, and so it is of no surprise to see that a lot of people still prefer the more traditional approach of print marketing materials.
2. Some online adverts aren’t as profitable as people assume
Research shows that not all online marketing approaches are as effective as people would expect. For example, studies have shown that a massive 80 percent of people have never clicked on a banner ad.
A lot of business owners pay big money to have a banner ad in a prime spot on a website or search engine. However, with only 1 in 5 people clicking on these ads, we have to ask ourselves whether this is really money well-spent.
3. You can create more of a connection with print advertising
You can create an emotional connection with someone through print advertising, and this is something that can often be lost when it comes to digital marketing.
Everything from the textures and colors you select to the images and font can help to create a certain mood and feeling for the viewer. People tend to feel more connected to an impressive print ad than they would an online ad.
4. Readers are more engaged
In addition to the benefits we have mentioned so far, you also need to consider the fact that readers are more engaged when it comes to print marketing. The way that we consume print is different from the way that digital marketing works.
One of the most significant differences between the two is that print ads become part of the reader experience, as opposed to serving someone with a pop-up ad, which can be intrusive and irritating.
You also need to consider the fact that when someone is reading a magazine or a newspaper, they do not tend to multi-task. They focus on doing this alone. The same cannot be said when someone is on social media or surfing the web.
As a consequence, we can conclude that a print audience is going to be more engaged and so they will appreciate your advert more.
If someone is surfing the web or doing some work online, are they really going to stop to check out an ad that has popped up on their screen? A lot of people will simply click the ‘x’ button without even considering what is displayed in the advert.
5. People view print adverts as more credible
You also need to consider the fact that print advertising is the most trusted approach among consumers.
When people make purchasing decisions today, they are more likely to trust magazines and newspapers when compared with other channels. This is according to a survey that has been carried out by MarketingSherpa. They discovered that 82 percent of people trust magazine and newspaper ads.
This could simply be because print adverts have a more official and professional feel to them. Also, we often have a tendency to associate online ads with spam because there are so many of them.
6. You can use print to complement your digital marketing efforts
As mentioned in the introduction, it should not be a case of print marketing OR online marketing. Instead, you can use both. In fact, there are a number of ways that print marketing can complement digital marketing, and this is what you should consider when putting together a campaign.
After all, both digital and print marketing have their own unique benefits. Print marketing has less competition and is more effective in terms of information comprehensive. Print marketing is also ideal for relaying information to those who are not digitally savvy while optimizing sensory appeal.
On the other hand, digital marketing has more advanced features for targeting customers, and it can cost less. It is also designed so that customers do not experience information overload.
When you take these benefits into account, it is easy to see how both platforms can help your business. This is why you should look for ways to integrate both your online and offline marketing efforts. Social media icons and QR codes are great examples here.
7. Print marketing has less competition
As touched upon in the previous section, there is less competition when it comes to print marketing. A lot of businesses today will solely rely on digital media and the Internet for their marketing needs. Because of this, there is lesser competition in the offline space.
This is something that you can make the most of, as you can negotiate lower costs for your ad space.
8. You can target certain demographics effectively
Last but not least, paper advertisements can be beneficial if you are looking to target a specific customer base. You can do this by strategically placing poster adverts in places your target consumer base frequently visits or by sending pamphlets to certain businesses or organizations. You can also print ads in publications that you know your target audience is most likely to read.
For instance, let’s say you sell school uniforms, you can place posters near schools, or you can deliver leaflets to schools in the local area. If you offer fitness products for men, you may want to place a print advert in a man’s fitness magazine.
This strategy can be beneficial because it helps you in terms of narrowing down and targeting your prospective customer base. After all, you do not want to spend a lot of money on placing an advert in a magazine that people are going to read that is not related to your target group.
Of course, you can also target your ads effectively when it comes to digital marketing. However, the way in which you do this differs. In some cases, targeting is more effective via digital means. Nevertheless, if you have a very specific group of people who are going to be interested in your products or services, targeting via print marketing can actually be more effective.
After all, if you sell gym clothing, is there any better place for your adverts than in gyms themselves where your target audience literally is?
Paper advertisements are still thriving in today’s digital world
As you can see, there are many benefits that are associated with print advertising. Even though we live in a digital world at present, there is no denying that print marketing can offer a number of advantages that can help you to reach new customers and brand your business effectively.
A healthy balance of offline and online marketing tends to be the best approach today. Of course, the specifics here will depend on your business, your budget, and the type of people you are targeting. However, it is important to assess both offline and online efforts when putting your marketing strategy together.
Also Read: Digital Marketing Strategies For Your Jewelry Brand: How To Stand Out Online
