You may think print advertising is a thing of the past.
Is it?
Just how effective is print media advertising?
With digital all the rage today, maybe we should just nix print media and throw everything we have at conquering the internet.
We disagree with this approach and want to explain how print advertising is still an effective tool for businesses.
Despite the digital revolution, research shows that print media continues to have a significant influence on consumers’ purchasing decisions.
According to a survey by MarketingSherpa, 82% of U.S. internet users trust print ads when making buying decisions.
The Data & Marketing Association reported that direct mail achieves a 4.4% response rate, considerably higher than the 0.12% response rate for email.
Furthermore, a Canada Post study found that direct mail requires 21% less cognitive effort to process than digital media, suggesting that it is both easier to understand and more memorable.
This evidence clearly demonstrates the continued efficacy of the forms of print media advertising in today’s market.
Is Print Marketing Still Effective?
We’ve already answered this question with a resounding YES.
Print marketing IS still effective.
The key in print marketing is the same as they key in every other kind of marketing there is:
Do it WELL and STAND OUT.
Examples of Print Media Influence
While statistics and research provide compelling evidence for the effectiveness of print media advertising, it is the personal experiences that truly resonate with individuals.
Print advertising is all around us.
Here are a few examples of how print media influences popular culture:
Movie Posters
Think about the iconic movie posters that adorn cinema walls or your bedroom as a teenager.
These visually captivating prints have not only sparked excitement and anticipation but have also become collector’s items for film enthusiasts.
Maybe you were a kid who loved the Teenaged Mutant Ninja Turtles. You had the posters, watched every movie.
Even now, a friend suggest, “Let’s watch such and such a movie” and you’ve seen the poster.
You immediately decide it’s a move you LOVE to see or that you think you will HATE.
That shows that print really does have an influence on you.
Magazine Advertisements
Fashion magazines have long been a platform for luxury brands to showcase their products.
The glossy pages filled with stunning visuals and enticing copy have influenced countless fashion trends and inspired individuals to make purchasing decisions.
This has been used to influence Americans for a long time – in some ways for the good, and in some ways for the bad.
(Think every girl thinking she’s fat instead of wanting to be as healthy as possible.)
Either way, you can’t deny that people see and are influenced by magazines.
Direct Mail
Despite the rise of digital communication, direct mail still holds sway in marketing.
Personalized mailers and catalogs often catch the attention of recipients, leading to increased brand awareness and conversions.
We’ve stapled leaves to flyers from people’s yards, shot flyers for a movie about gun violence, and used countless other creative tactics to effectively get people’s attention.
If you set your sights high and dare to think outside the box, you can use direct mail and other print media to reach customers you may otherwise never reach.
Give It a Shot
Print media advertising remains an effective marketing strategy that should not be overlooked.
By incorporating print marketing into your overall advertising strategy, you can reach a wider audience and achieve significant results.
So, the next time you dismiss print media advertising, remember its proven advantages and the impact it has had on popular culture.
Embrace the power of print and unlock new opportunities for your business.
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