Cutting Through the Digital Noise – Why Print is Still Relevant

12th June 2024
Posted in: Print

In the last ten or more years, there has been a decline in the use of Print and Print Advertisements as many marketing departments opt to invest their budgets in digital marketing activities, such as social media campaigns and email. These channels are valid, but many marketers and businesses still need to explore how Print in general can complement their digital efforts.

In this article, I share 5 reasons to consider Print as a channel in your communications strategy.

 

1. Higher Reach:

Take a moment and think about your own inbox right now. Can you recall any of the marketing emails you received today? According to 75media.co.uk, “it is estimated that an adult in a metropolitan area may see anywhere from 50 – 400 advertisements per day. This includes ads and brands seen on TV, online, social media, billboards and more.” With that volume, it’s nearly impossible to pick up the messages being presented and take action – unless you use Print.

What I love about Print is that it is placed right in front of your eyes, so you can’t miss it. And if the message is right and the call to action is appealing, yes, I’m most likely to take action.

For example, I’m a first-time buyer considering getting some carpentry work done on my home. Just the other day, I received a high-quality flyer from a local carpenter with their details, some testimonials, and pictures of their work. They cast their net in the right space, reaching out to a brand new estate of homeowners, and yes, I’m reaching out to them for a quote.

Digital doesn’t have to be forgotten about, though. It so happened that the carpenter also has an active Instagram account, which I discovered through the flyer. The Instagram account enabled me to view more examples of the carpenter’s work before I reached out.

2. Trusted:

A study released last year by Linemark.com revealed that “82% of consumers trust print advertisements the most when making a purchase decision” In addition, another study stated that “those who received print advertisements purchased 28% more items and spent 28% more compared to those who did not receive a print advertisement.” Print materials that are particularly popular among consumers are those with a link to a discount code or some sort of offering, which also enables marketers to measure the campaign’s success rate.

Print is also trusted when it has been personalised to the recipient. For example, I recently ordered some products from a beauty distribution company that houses 100s of different brands. Alongside the delivery, they included a 20% discount code in the box that was addressed to me to use on the same brand of product I purchased, which I will absolutely avail of this month! They also included a couple of chocolates for good measure. Moreover, I’ll recommend this company to my pals as they show that they value my custom.

3. Impactful:

Due to the tangible nature of print ads, they can be far more impactful than a typical digital ad we see while browsing the web. People can also keep printed ads for future reference.

What I love about Print is that you can put your stamp on a piece of material and create something unique with it to showcase your brand’s personality. In my research for this blog, Lladro Lighting caught my eye in an article from Drupa, With their print ad, Lladró managed to enlight the readers by reminding them of their childhood. Acting like a pop-up book, the ad page could transform into lampshades. Their campaign illustrated very well that sometimes ads are as practical as they are informative. The ad came up with three different vibrant colourways and dynamic geometric forms, which gave it a shareable touch. After all, its unique look made readers share their pop-up lamp creations on social media.”

Again, this example highlights how Print can complement digital campaigns and cut out the noise of other competitive brands if used cleverly.

 

Source Hubspot Lladro Interactive Print
Source Hubspot Lladro Interactive Print

 

4. Supports Brand Recall:

True Impact, a Canadian company specialising in Neuromarketing, discovered that “a person needs 21% less cognitive effort when processing information on print ads compared to digital ads. This study also showed that 75% of people reading the print ad could retrieve the information, compared to 44% who saw a digital version of the same ad”.

It may sound odd to read this, but we tend to develop more of an emotional response to print ads than ones than to digital ads. For example, if we see an ad in a magazine, the part of the brain that stores visual information is activated more often than with digital ads, supporting brand recall of that ad.

Consider the luxury shopping bags I’m sure you have or have seen while out and about…these bags are not just provided to assist you in carrying your goods from the shop; they are walking advertisements for the store and are carefully designed to promote the brand.

 

5. Targeted:

If you have taken the necessary steps to identify your target audience, you can create a highly targeted print campaign for this audience, resulting in a positive ROI.

As we navigate the ever-evolving world of digital marketing and the wave of AI developments, it’s essential to remember that our trusty friend, Print, is here to support our communication efforts.

If this blog has inspired you, then say hello@journeycreative.ie and let the team help you create something truly unique.

Christina Clarkin

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