Since print advertising has a higher time and monetary involvement than most digital advertising programs, you might imagine that print advertising is a thing of the past. This is not the case. Print advertising is still a great way to drive traffic for your business and should be considered as a portion of your marketing budget. Many companies are still seeing a better return on investment from print than any other form of advertising. Consider the following qualities of print advertising when considering your marketing mix for your next campaign.
Print is more memorable
Penn State University conducted a study that showed that people who read print advertisements remember more of what they read than people who read a digital ad. When it comes time to make buying decisions, people who have seen your print advertisings will recall more about your company, product, or services when it is time to make their next purchasing decision.
Another study found that consumers can read print advertising easier and remember more than from a digital campaign (Alshaali & Varshney, 2005). In other words, your print message is more understandable when people read a printed ad such as a direct mail, newspapers, and magazines.
Print helps you target your audience
By focusing on specific demographics such as zip code, automotive record, age, income, and other data selects, because print magazines, newspapers, and other publications know their audience intimately. Ask the professionals at Diamond Media Solutions about key demographic targeting, profiling, and cleaning opportunities to reach your next 5 Star Review Customer. By developing a relationship with your audience, you can customize offers specifically to them and their interests.
Print has longevity
Digital advertising is here to stay, but the attention span of a consumer online is shorter then with traditional advertising. Print advertisings often remain in the home or office for days, weeks, and sometimes years. Your Direct Mail or print advertising campaign will catch the eyes of customers for a much longer time then with your digital advertising strategies.
Print can use QR codes
If your advertising includes a QR code, readers can scan the code with a smartphone and be taken directly to your website in ways that digital advertisings cannot. While a digital advertising may contain a link, they are often overlooked in the crowded online marketplace.
Print has less competition
Due to the increasing world of digital marketing, there has never been a better time to include Direct Mail into your marketing mix. With the shift in marketing dollars, there has never been a better opportunity to stand out! A consumer’s mail box is a lot less crowded, which give you the competitive advantage.
Print complements your digital advertising
There is still a digital divide within age groups. Many potential customers do not shop online or use social media very often. They still read magazines, newspapers, and send letters. By focusing your entire advertising budget on digital marketing, you are overlooking a key demographic of people who still go shopping every day. Other potential customers prefer to use both digital and print when researching their next big purchase. By including print in your media mix will reinforce your digital efforts while providing something tangible for the customer to bring in! There is a reason why coupons are big business!
Tracking your return on investment
Although your print advertising will not be able to show up directly into your Google analytic dashboard, any print campaign can be tied back directly to an online lead, showroom visit, or purchase. By providing your sales and lead reports to your marketing company, they should be able to provide you with a full report of your matched records!
The bottom line
In your quest to find your next customer, don’t fall for the shiny new toy. Work with your marketing company to develop a comprehensive and robust marketing strategy that includes both digital and print. Print advertising will provide credibility to your product and services while providing an additional way to drive additional sales.
To discuss your current marketing strategies and to learn more about how print can be used to supersize your current efforts, please contact us today!
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