Print as a method of marketing and advertising frequently results in some of a company’s most loyal customers. And why is this the case? Think about it. Printed publications, especially when they provide valuable content, have readers that subscribe for years1. Just as you consistently tune in to the next episode of your favorite show, these readers consistently subscribe to their favorite publication.
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While print does have many advantages in an increasingly digital age, please don’t be confused. Completely forsaking digital marketing would be foolish. We live in a digital age. But according to Deluxe.com, “savvy business owners use a combination of digital and print marketing increase their chances of making a lasting impression.” Why else do savvy companies using print marketing? The following are two reasons why print is the foundation of marketing.
Print Marketing Boosts Recall
According to Domtar, when it comes to advertising campaigns, people remember promotion efforts better when print is part of the campaign. When consumers are exposed to print, association is easier. They can more easily connect a specific brand with a particular message.
Print Marketing Builds Trust
Another reason print helps build recall is because it builds long-term trust and confidence. Online advertisements often come across as spammy, or worse, scammy. People sometimes hesitate clicking on an ad for fear of having their identity stolen or their computer downloading a virus. A print advertisement, on the other hand, demonstrates an actual business that takes itself seriously spending more than a few dollars trying to make legitimate profit.
It goes without saying that with print, these concerns are a non-issue. According to a survey by MarketingSherpa, 82% of internet users trust print ads when making a purchasing decision, especially compared to an internet advertisement. This makes print still “the most trusted form of advertising” and a valuable form of promotion. When a consumer trusts a company, they remember it.
Print Marketing Boosts Results
While every business’s need to use print does not carry the same urgency, there are definitely reasons to consider using it. According to Domtar, combining print with television advertising produced results that were double than that of combining television and internet. Of course, the combination of the three produced even greater results. This just serves to promote “the idea that print is a cornerstone media that drives results.” Print serves to extend a company’s marketing efforts. And that is why it is the foundation of marketing. But why is this?
Print serves to extend a company’s marketing efforts.
Print Marketing Stands Out
It seems like everyone is trying to make a statement online. Less and less people are using print. Because of this, using print to differentiate yourself becomes easier and easier. Now that consumers no longer receive an ocean of postcards in the mail, yours will stand out. New technology in printing and folding makes it easier and more affordable to create something that stands out and makes a statement. 3 Standing out and differentiating yourself causes results to increase.
The above reasons are just two more why you should strongly consider using print as part of your marketing. While the digital world is ever changing in logarithms and algorithms, the effectiveness of print remains the same.
What do you think? How do you think print helps companies? Have you seen this in action? If you are convinced you need print in your marketing, contact Inkling Creative today.
