In
the marketing world, we regularly hear about print and digital marketing being
used together. Digital and print media reinforce one another, so rather than
seeing the two as competitors, marketers are encouraged to integrate them.
However, integration doesn’t mean that the two channels are interchangeable, as
one new survey shows. Consumers still want a choice.
A survey commissioned by Two Sides
North America reveals that U.S. consumers are unhappy with corporate
initiatives forcing them into digital-only communication and eliminating
paper-based options. Many of the questions related to bills and
statements, but the results apply to marketing communications, too.
Consumers want to be able to choose
whether to receive paper bills and statements, and they don’t want to have to
pay extra to do it. For example, 79% of respondents want the option to
continue receiving printed information, and 77% would be unhappy if they were
asked to pay for it. More than three-quarters (79%) felt that paper options
were easier to read compared to screens.
There is also suspicion about the
motives of companies forcing their customers to go paperless. Overwhelmingly
(85%), consumers agreed that cost savings is the main reason companies use
claims such as “Go Paperless—Go Green” or “Go Paperless—Save Trees.” More than
half (57%) question the truthfulness of such claims.
So use
digital and print-based communications wisely. Use email when you need to touch
base quickly, such as sending company news, alerting customers to a flash sale,
or offering reminders. Use print where digital communications are not as strong,
such as for . . .
- In-depth
communications.
- Contacts
that contain highly personal information.
- Mailings
that involve brand or personal trust.
Please give us a call at 440-946-0606
Or visit our website here for more information.
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