Maybe
it’s the thinning volume in the mailbox. Maybe it’s marketers’ drooping results
after focusing on e-marketing as a replacement for print. Whatever it is, we’re
seeing it more and more. Marketing experts are talking about the benefits of
keeping print in the mix.
Most
recently, Marketing Profs published an article titled “7 Reasons to Use Print
to Win More Business.” Here are three of them. If you want more, you can click
through to the rest.
1. Print still has authority. Digital marketing is cheap,
and people know it. There is something about putting a brochure, a physical coupon,
or a direct mail piece into their hands. It carries weight.
2. Print is gaining a
following.
Marketing Profs pointed to studies that show that the younger generation is
still attracted to print. “Magazines, for example, based on particular
subjects, from fashion through fitness, have seen an upswing in younger
readers, age 18-24 years.” We might also point to the return of print catalogs this
past holiday season after retailers saw lagging sales with digital-only
marketing.
3. Print keeps your focus. Readers get easily
distracted using digital media, and they lose focus on the message. Whether
it’s college students doing their studies, a casual reader at home on the
couch, or a targeted recipient reading a piece of direct mail, print holds
attention and promotes recall more than digital media.
These
are just three of the reasons, but you get the point. (Read the rest of the
article here.) Digital media have their place in a well crafted multichannel
marketing campaign, but they don’t replace print. Want results? Keep print in
the mix!
