Todd Sumamno
Digital advertising in the United States is bigger than you might think. With a revenue tally of over $270 billion last year, the U.S. is the world’s largest digital advertising market.
According to research firm Statista, 80% of the money invested in ads in the U.S. is earmarked for digital advertising. So, many companies favor digital ads over print ads.
Digital marketing offers many benefits, such as measurable results, focused audience engagement, and better reach. But despite the pluses, you shouldn’t ignore print advertising.
If focusing on some doomsday prognosticators, you might wonder if print advertising’s era is over. Naysayers argue that the internet age, social media, and digital marketing have usurped the power of print advertising. And while no company should ignore digital advertising, here are five reasons your business shouldn’t abandon print advertising altogether.
1. People Prefer Print Over Digital
Just because most people are online these days doesn’t mean they don’t appreciate print. One piece of research shows that around seven in 10 people prefer getting print advertisements from businesses. So, don’t restrict your marketing and advertising efforts to digital.
Print advertising or marketing hasn’t gone extinct like the dodo bird. Many consumers you want to reach desire something they can hold in their hands and engage with. Simply staring at a digital ad on a computer, tablet, or smartphone screen won’t cut it for some people. It might momentarily capture their interest, but the impact will be fleeting and short-lived.
2. Brand Recognition Is Strong With Print
Brand recognition is another reason print advertising shouldn’t be shelved in favor of digital advertising. You want to ensure the message reaches your target audience when developing marketing campaigns. Studies show that doing so is much easier with print advertising than digital advertising. The cognitive effort needed to process a print ad is 21% less than for a digital ad.
If you need to promote a special promotion, a new product, or something else, ordering posters from a printing service provider can make more sense than doing a digital poster. You’ll create more brand recognition going that route. Of course, there’s nothing hindering you from combining print and digital. Just ensure you don’t undercut the impact by ignoring print.
3. Print Is Trusted More Than Digital
According to research, many consumers trust and enjoy print over digital, and they gain a better understanding of the information gleaned from print over digital. Attracting consumers is only possible if you win their trust in your company, products, and commitment to customer service.
You’ll find it easier to win new customers and keep existing ones if your marketing is something they can connect with and relate to. Print will help you do so.
4. People Retain Print Publications
While someone might read a digital ad attached to an email, they might dispose of it sooner rather than later. But print ads have some staying power. One source notes, for instance, that people retain print ads for 17 days on average. When people retain marketing ads, that’ll give your marketing dollars a greater chance to impact a positive buying decision.
5. Print Offers Various Options
Yet another reason print should be part of your marketing efforts is that it affords various options. You can print posters, greeting cards, calendars, brochures, books, and more. Print gives you more to work with in terms of how you present your message to customers and would-be clients.
These are five reasons print isn’t going out of style; ignoring print marketing is a mistake. You don’t have to choose one over the other. Depending on your goals, print and digital advertising can go hand in hand.
Brittany
