Print has been around for a long time; the Ancient Egyptians used papyrus to deliver advertising messages to potential customers, and some evidence suggests that Ancient Rome and Greece also used paper to share important marketing messages.
As technology has developed, the methods of delivering advertising have changed. The digital transformation produced another change in advertising with display ads, social media, and email marketing. These have proven to be effective, but that doesn’t mean that print is no longer a valid marketing channel.
Direct Mail is Still Effective
According to research, direct mail has a 43% share of the total local retail advertising. A survey conducted by Pitney Bowes suggests that over three-quarters of small businesses want to develop campaigns that combine print and digital communications.
And this is no surprise. There are many advantages of print over digital communication paths. One significant example is personalization. It is harder to achieve in blogs, display ads or social media. You can personalize email marketing campaigns. However, consumers often think that print customization has a more personal touch and demonstrates more effort than email customization.
Studies have long shown how direct mail can influence buyers. Most consumers check their snail mail every day and 40% will contact a business after receiving direct mail from a brand.
Connecting Print with Social Media
Social media is increasingly becoming a significant aspect of everyday lives. The average American spends 28% of their time online (1.72 hours) on social media. One in three Americans are influenced in their buying decisions by content published on social media.
There are millions (or billions) of accounts on social media and having your brand display for your target audience can be tough – even near impossible. Sending direct mail, or having some form of print can advertise your social media account and attract prospects to follow you. Then you have a chance to engage them which will increase the spending frequency and value with your business.
More Than One Touchpoint
Having no digital presence is a significant mistake. At the same time, consumers find the tactile nature of print advertising reassuring and more memorable.
Businesses who use print can also benefit from the abandonment of the communication channel by their competitors. Now, print ads stand out and grab more attention from the recipient. Even small gifts like t-shirts, pens, or coasters with brand identities on, can play a significant role in penetrating the minds of potential customers; 84% of consumers will remember a brand after receiving a gift with branding on it.
The number of touchpoints required to convert a prospect into a customer has significantly increased. A significant number of transactions are made after seven or more interactions. That would be an expensive conversion if all were done in print.
However, research has shown that print advertising can return $12.57 for every $1 spent. It can be a significant return on your investment.
Print marketing is an effective way to generate revenue, but it all depends on your copy, design, and strategy. Marketing results improve when print is combined with digital strategies like social media and email marketing.
Do you need help creating a print marketing strategy? Then contact Mann & Co.