If you ask marketers how their ad campaigns are going, many (if not most) answers will include words and phrases like clicks, banner impressions, and viral looping. While digital marketing offers real value, it doesn’t always offer lasting impressions with your target audience. Print, on the other hand, makes a campaign memorable to readers and sets your message apart.
How much time do you spend each day staring at one or more digital screens, multitasking and not really paying attention to the content in front of you? Even when binge-watching our favorite cable shows, most of us have our mobile devices nearby, texting with friends and surfing the net for information about stocks or the weather.
That’s why we love when we can unplug from the digital world and connect to a traditional newspaper or magazine. And that’s why print is so effective at reaching audiences: because when interacting with print, people are relaxed and fully engaged. Add to this the fact that print offers frequent exposure, repeat impressions, pass-along readership, and message permanence, and you can see why your competition hopes you won’t find out the truth about print’s absolute effectiveness.
Here are some other truths they hope you won’t find out:
Print Grabs and Holds Attention
Print is like that new, shiny toy that comes along after we’ve been bombarded with the same-old same-old from our computers and mobile devices. And you know, shiny toys have the ability to completely grab and hold a person’s attention. When we hold a newspaper or magazine in our hands, we tend to pay full attention to the content inside.
Print Solves the Problem of Customer Retention
Customer retention is a big problem for many brands today. But did you know that print publications were traditionally started by brands to retain and resell to their customers? While digital channels may allow you to quickly extend your reach, how many of these newly-acquired customers keep coming back to your blog or social media pages to engage with you???
Print is the New New
It’s funny how something old can become new again. Though print has been around for 100+ years, consumers, normally caught up in all-things-digital, find it new and novel. Presenting your message in this “novel” way feeds consumer demand for interaction with something unique and special. Print advertising will help your brand stand out and do something not every brand is doing.
Print Causes People to Stop and Think
The web is full of information and, throughout the day, most of us surf it in order to find answers, read product reviews, or locate a local merchant who has a service we need. But print is a channel that actually makes people stop and think. When we engage on such an intellectual level, we become much more receptive to the information in front of us, including the ads.
Print Publications are Viewed as Credible
Print has always been seen as a credible and trustworthy channel by consumers. In fact, one study found that newspapers were still a highly trusted news source. And, surprisingly, it is not only the 40+ crowd who flocks to newspapers. The study found that 44% of young adults trust print media, roughly the same percentage as adults of all ages. By leveraging this trust, marketers can connect with consumers when they are in a highly receptive mood.
While there’s no denying digital marketing is effective, there is also something undeniably powerful about print. Print makes an impact, fully engages readers, and helps brands look special in the eyes of consumers. But let’s keep this secret between us.