No matter how frequently marketing gurus prophesy the demise of
print, and no matter how loudly and publicly they do it, print marketing
remains the bedrock of any successful multichannel marketing program. Let’s
look at five reasons why print is here to stay.
1. It’s
just prettier. It doesn't matter how gorgeous your JPGs are; a beautifully
printed piece will blow away your screen graphics every time.
2. You
can’t avoid it. When you communicate by email, recipients can't see beyond the
subject line until they open the message. With clear envelopes, windows, and
exterior envelope printing, you start communicating your print message as soon
as the piece arrives in the mailbox.
3. Print is
one of many touchpoints. Today's complex marketing environment requires
multiple touch points. According to the Online Marketing Institute, it takes
six to eight marketing touches to generate a viable sales lead. Repetition is
critical, and print is a critical channel in the mix.
4. Print
influences buying decisions. Marketers once thought that with
the growth of e-commerce, printed catalogs would fade away. History indicates
otherwise. Surveys find that consumers who receive printed catalogs are more
likely (in one study, twice as likely) to make online purchases at the
retailer’s website as those who do not.
5. Consumers
trust print more. Open your e-mail. How much junk email do you receive? Unless it
comes from a known brand, people are skeptical of claims made by email alone.
Print carries greater weight and authenticity than digital marketing. People
continue to trust messages communicated in print.
Print remains irreplaceable in today’s “what’s in it for me?”
world. While e-marketing is a necessary component in any multichannel marketing
campaign, print carries benefits that online channels just can’t touch.
Please give us a call at 440-946-0606
Or visit our website here for more information.
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Please give us a call at 440-946-0606
Or visit our website here for more information.
Share on LinkedIn
