5 Reasons Print Is Making a Comeback in 2012
Print is a major driver in many marketing campaigns. Print is a powerful media…and its power is multiplied when used as part of a multi-channel campaign. Print enhances the impact of television, broadcasting, and the internet by providing an extra dimension that’s warm, inviting, personally relevant, and can be technologically savvy.
Studies show that print advertising drives consumers to online shopping. An iProspect study found that 67% of online searches are driven by offline messages, with 39% of shoppers ultimately making a purchase. Those shoppers who receive a direct mail piece directing them to an online site spend on average 13% more than those who do not receive a printed piece. Moreover, printed materials associated with online campaigns alone have been shown to boost online spending by 28%.
A study by Exact Target found that 76% of internet users surveyed have been directly influenced to purchase an item or service thanks to a direct mail piece. A United States Postal Service study identifies a $21 million difference in online sales per million site visitors between those who had received a catalog at their home address and those that had not. Households receiving print materials shop online more often, spend more meaningful time at retail websites, and are found to be twice as likely to make an online purchase.
Brand Awareness in the Digital Age
Consumers are more likely to learn about new brands, products, and services from print media (e.g., magazines and newspapers), rather than from social media channels, such as Facebook and Twitter. In addition, highly active smartphone owners, those who do six or more activities daily on mobile, are both subscribing to and reading more print materials than any of the other groups.
New Opportunities-New Vision
While online and mobile use continues to grow, marketers are acknowledging and voting with their dollars that print is a vital component of the marketing mix. Print is an integral vehicle in cross media platforms, employing innovative technologies, including PURLS, QR codes, augmented reality, and intelligent print imaging, to bridge the gap between the real and digital worlds.
Print Still Excites People
It’s harder and harder to get people to agree to an interview for an online story. But mention that it will be a printed feature and executives rearrange their schedule. The printed word is still perceived as more credible to many people than anything on the web.
More and more people are actively choosing to unplug, or disconnect themselves from digital media. I’m doing this more myself. I’m finding myself turning off my phone and email more to engage with printed material. A year ago I didn’t see this coming. Today, I relish the opportunities when I can’t be reached. If I’m right, many of your customers are feeling the same. Your print communication may be just what they need.