In an increasingly digital world, it’s easy to assume that traditional print media has become obsolete. However, many companies continue to use print for various purposes, and their reasons for doing so might surprise you. From enhancing brand visibility to achieving higher engagement rates, the benefits of print remain significant. Here are some intriguing facts about companies that still invest in print:
Print Is More Trusted Than Digital
Despite the digital age, studies show that print media is often trusted more than its digital counterparts. According to a study by Two Sides North America, 70% of consumers find print advertising more trustworthy than digital ads. Companies leveraging this trust can build stronger connections with their audiences, leading to higher brand loyalty and conversion rates.
Higher Engagement Rates
Printed materials tend to have higher engagement rates compared to digital content. Research indicates that people spend more time reading printed materials, with magazines and newspapers often receiving undivided attention. For businesses, this means that their messages are more likely to be absorbed and remembered by their target audiences.
Print Complements Digital Marketing
Far from being mutually exclusive, print and digital marketing can complement each other effectively. Many companies use print to drive traffic to their digital platforms. For instance, QR codes and personalised URLs in printed materials can lead readers directly to a company’s website or social media pages, creating a seamless cross-channel experience.
Tangible and Memorable
The tactile nature of print gives it a unique advantage over digital media. Physical items like brochures, business cards, and direct mail can leave a lasting impression. The sensory experience of holding a printed piece can make the brand more memorable. Studies have shown that people are more likely to remember information they read on paper compared to digital screens.
Targeted Marketing
Print allows for highly targeted marketing efforts. Direct mail campaigns, for example, can be tailored to specific demographics, ensuring that the right message reaches the right audience. This precision can result in higher response rates and better ROI. Companies often use customer data to personalise their print materials, making them more relevant and engaging.
Sustainability and Print
Contrary to popular belief, print can be an eco-friendly option. Many companies prioritise sustainability by using recycled paper and environmentally friendly inks. Additionally, the print industry has made significant strides in reducing its carbon footprint through sustainable practices. By choosing sustainable print options, companies can appeal to eco-conscious consumers.
Print Enhances Credibility
Having high-quality printed materials can enhance a company’s credibility. Professionally designed brochures, annual reports, and business cards can convey a sense of stability and reliability. In industries where trust is paramount, such as finance and healthcare, print can be a powerful tool for establishing and maintaining credibility.
Local Reach and Community Engagement
Print remains a vital tool for local marketing and community engagement. Newspapers, flyers, and posters are still effective ways to reach local audiences. Companies that invest in local print advertising can build stronger ties with their communities and gain loyal customers who prefer to support local businesses.
Nostalgia and Emotional Connection
For many people, print evokes a sense of nostalgia and an emotional connection. This is especially true for older generations who grew up with print media. Companies that recognise and leverage this emotional aspect can create more meaningful and impactful marketing campaigns.
Diversification of Marketing Channels
Relying solely on digital marketing can be risky. Diversification across various channels, including print, ensures that companies are not putting all their eggs in one basket. By incorporating print into their marketing strategies, businesses can reach a wider audience and mitigate the risks associated with over-reliance on digital platforms.
Conclusion
While digital marketing continues to grow, print remains a valuable asset for many companies. Its unique benefits, from higher trust and engagement rates to the ability to create a tangible, memorable experience, make it an important component of a comprehensive marketing strategy. Companies that understand and utilise the power of print can achieve remarkable results and stand out in an increasingly crowded marketplace.
For more insights on how print can benefit your business, contact Datum today. Let us help you create impactful print materials that resonate with your audience and complement your digital efforts.
