Four reasons why print continues to be essential to any successful marketing mix

We have all been the recipients of some of the many ways marketers communicate with their clients. Emails, paid adverts, social media, mobile, and content marketing can be quick to set up, affordable, and achieve good reach. As such it is easy to see why digital marketing might be the first choice over print.

But digital marketing is not as effective as print as I discussed around the world. Research has shown that while 71% of digital ads are viewable (at least half the ad is viewable and on the screen for at least a second), only 9% are actually viewed, or fixated upon. Display ads such as sponsored banners too are well known for generating relatively few clicks – good for brand building maybe but not so great for creating leads.

Not only is physical mail viewed, but 31% prompts a commercial action.

This should be music to the ears of the 201 American print buyers surveyed by Keypoint Intelligence who attributed 26% of the share of their budget to printed marketing materials.

It should also be why Print Service Providers (PSPs) look to sell the value of print with these four areas of opportunity: