TALK M AR K ETING
WHY PRINT? In an era of digital domination does print still have purpose? In this article we take a look at why printing is still relevant and why marketers should use print media to stand out from their competitors and attract audiences.
WHY PRINT? It is more important than ever for brands to maintain their share of voice and to ensure that creative communication is more relevant and engaging than their rivals. How can this be achieved when it is so easy to get lost in the day-to-day competitive world of social media and digital marketing? This is where print cuts through the noise; when used thoughtfully print marketing can produce fantastic business results, and here’s why….
DIGITAL OVERLOAD - Consumers today constantly face more and more information online - people are overloaded with digital information. “Mail is open, read or filed giving it a 94% engagement rate, compared with an email open rate of 20% and click through rate on
online advertising of 5-10%.” - Royal Mail Market Reach.
A QUESTION OF TRUST - Print is seen as an honest, dependable source, when compared with digital media. The term ‘fake news’ is often banded about with the validity of online sources often being questioned. “Print advertising is trusted by 82% of respondents, compared to just 43% for social media advertising.” - Marketing Sherpa
PRINT GETS NOTICED - Print is tangible, you can touch and feel it. You can pick different materials and use various printing techniques to provide a sensory appeal that words on a screen just can’t compete with.
BETTER RETENTION RATES - Digital media is often ignored, deleted or scrolled past but studies have shown that consumers have better retention rates when consuming print, coupled with this, print is longer lasting; “A piece of mail can remain in a home for more than 28 days, reinforcing a message for a month, and giving the brand presence in the home.” - Nicky Bullard, Chairwoman & Chief Creative Office MRM/McCann & Royal Mail Market Reach
GDPR COMPLIANT - Working from home has become the norm for many, now is the ideal time to run a targeted direct mail campaign. In
