As today’s world gets increasingly digital, with more brands and businesses advertising online than ever before, it can be easy to push the more traditional print advertising to one side. After all, digital campaigns can be quicker to make and cheaper to produce than their print alternatives.
But is this eagerness for “quick and easy” marketing costing you customers?
Print advertising vs. digital advertising
A 2015 study by the United States Postal Service compared the reactions of subjects when presented with either a digital or physical advertisement. They used various neuromarketing techniques (such as eye tracking and biometric measurements) to gauge subjects’ reactions. The results of the study showed that print advertising was leaving more of a positive and lasting impression on the subjects:
- Subjects spent longer reviewing physical media than digital
- Printed media evoked higher emotional reactions
- Physical media led to subjects having a great desire for the product
- Subjects attached high subconscious values to products shown in the printed advertisements
- A week later, subjects were able to recall and remember printed media more effectively than the digital counterparts
Why should you use print advertising to promote your business?
- High reaction rates for printed newspaper advertisements
A study conducted by the Newspaper Associated of America (NAA) found that 75% of people aged 25-34 react in some way to advertisements in print newspapers. This means that they engage with the advertised brand in some way, for example by using a coupon or visiting a website. This is great news for publishers as it shows that printed ads in magazine and newspapers leads to high engagement rates for the advertisers.
- Create memorable campaign messages
Many companies run annual marketing campaigns that involve some sort of physical item alongside the printed marketing material. For example, they might send out a branded mug, soft toy or confectionary item with a printed flyer/card. Combining print and promotional goods in this way makes the receiver feel incredibly “special” when the package drops through their mailbox. Every time they go to use the branded item, or look at it on their desk, they’ll be reminded of your brand.
- People automatically look at things that are placed in their hands
Whether you post a leaflet through someone’s letter box, or hand them one in the street, they will automatically look at what’s on the paper as soon as it touches their hands. With digital advertising, it’s all too easy to ignore the ads down the side of your screen, but when you’re actually touching something you can’t ignore it.
- Printed advertising produces a better person-to-brand connection
The results of a poll of 1,200 adults made it clear that people nurture a yearning for the tactile over the digital in some cases. For example, when asked which items they would miss the most if they were moved to digital only, participants not only listed the obvious choices of books, magazines and newspapers, but also marketing materials such as business cards and catalogues.
- Maximise sensory appeal
Marketers know they must appeal to all of a consumer’s senses to encourage a sale. It’s very hard to do this with digital advertising; you’re mainly limited to sight and occasionally sound if you have a video advert. However, with printed media, you have the smell of the freshly printed paper, the feel of it in your hand, the vibrant colours and the sound of the paper moving. Using quality cardstock or even scented paper could be what it takes to turn a casual browser into a first-time customer.
The many benefits of print advertising make it a must-have source of marketing for businesses.
However, that’s not to say that digital marketing is something to be ignored. Many successful marketing campaigns utilise both mediums to produce a cohesive on-brand message. For example, you could have a printed campaign that contains a website address for people to visit in order to sign up for a discount code or a free sample of your product.
These types of integrated campaigns not only raise awareness of your brand but also enable you to build an email list of people who you know are interested in your brand. You can then target these specific people for future campaigns.