As technology continues to develop and change the way we do business, may thought that print was a dead medium and online the wave of the future. However, the print industry is far from dead; in fact, print marketing has only continued to grow and evolve alongside new technology.
Direct mail continues to be used heavily, with a 43% share of total local retain advertising. And, according to a Pitney Bowes survey, 76% of small businesses say their ideal marketing strategy includes a combination of both print and digital communication.
There are many reasons why print is an effective tool for delivering your story to your audience.
Personalized print media has a more powerful presence than a personalized email, because the audience can recognize that it takes more effort to customize print media than digital. The audience feels special because of the personal touch.
QR Codes – it used to be that the only way to advertise your web presence via print was to include the URL and hope that the audience took the time to type it into a browser. QR Codes and NFC technology make it possible for your print media to directly connect customers to your website.
Print & Social Media
The two mediums often share a symbiotic relationship: print media helps draw attention to your social media sites, and your social media profiles can be used to strengthen your print campaign. By adding customer comments and testimonials from your social networking profiles to your print designs, you can make your print marketing that much more effective.
Print marketing is used less, so it stands out more.
Most companies are competing online for their audience’s attention which makes it hard to stand out in the crowd. Research from the US Postal Service indicates that most who receive direct mail advertising pay attention to it; households report that they tend to respond to 1 in 10 pieces of direct mail. An International Communications Research survey found that 73% of consumers actually prefer mail over other advertising methods. And according to Research By Mail Print, 85% of consumers sort and read their mail on a daily basis and 40% try new businesses after receiving direct mail.
No matter how crucial digital marketing becomes – there is still a large audience you can reach through print marketing and direct mail campaigns.