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Marketing in Print Matters


(Image Source: ©Studioografik)

From design to desktop print still has an important role in advertising and marketing success.

The landscape from which we collect and exchange information has irrevocably changed. With social media here to stay, pragmatic choices need to be made between customer relationships and returns. Marketing in print will have to play an even more significant, creative and integrated role your media communications than ever before.

The power to move the reader.

Print still has an important role in marketing and advertising success.

As the workhorse of any campaign, it is the most widely used and direct method of communication for any information or sales and marketing promotions. From brochures, catalogues, direct mail promotions, press advertising and point-of-sale, targeted well will clearly sign post the next step, whether that be to influence, instruct, persuade or sell.

The strength of printed advertising and marketing promotions lies in the fact that they are more likely to be read and retained - a sure-fire way to find new customers. Add on the ability to personalize your message and marketing in print is an attractive and affordable business tool.

10 key marketing in print stats for you to ponder.

  • 79% of households read or scan direct-mail ads.
  • 39% of customers say they try a business for the first time because of direct-mail marketing.
  • Direct-mail marketing yields, on average a 13-to-1 ROI ratio.
  • 94% of young shoppers say they prefer direct mail for making purchasing decisions.
  • Direct mail brings in 78% of donations for non-profits.
  • For every $167 spent on direct mail, US marketers sell over $2,095 in goods.
  • Since 2004 direct mail response rates have increased by 14%.
  • 56% of customers find print marketing to be the most trustworthy.
  • 44% of customers visit a brand's website after receiving direct mail marketing.
  • 48% of people retain direct mail for future reference.
Source: Expandedramblings

Wherever information needs to make an impression, marketing in print encapsulates this. Solid representation of the facts; tales of glory and endeavor; education of the masses; teaching on new ways of doing things; news of important past or future events, all rely on words and pictures that can be easily grasped.

The debate about print and online marketing.

The internet has created a situation where people can get any amount of information, on any subject, at any time. This creates a problem for marketing in print. The ways in which it can reach a such diverse audiences is limited. Also in the past print marketing campaigns have been difficult to measure, so justifying spend and anticipating return on investment has been a hit and miss affair.

The evangelists of social media would have you believe that print, although not dead, is in pretty bad shape. They rightly point out the ease of gathering statistics, measuring analytics, keywords and click through from permission based online marketing. This results in playing the numbers game. But as people become overwhelmed with e-mail newsletters; blogs; RSS feeds; webinar sign-ups and special video events, the more they disregard. Increased frequency results in more to be junked.

Experience suggests that other than important mail from clients or colleagues, more and more email is being automatically deleted as it arrives. And that includes the ones originally thought important enough to sign-up for.

(Image Source: ©Studioografik)

Relying on e-mail campaigns, opt-in forms or advertising online cannot be the only ingredient in the marketing mix. A more creative approach is called for and marketing in print can fill that role, supported by all the benefits that the web and internet tools provide. Print's limitations are also its strength. Advertising and marketing in print still offers a unique ability to develop distinct and individual audiences that will be attracted to creative and compelling content.

Marketing in print is more alive than ever. As a manifest and creative expression of your brand, it offers a clear-cut opportunity to bring your product or service closer to the customer.

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