Businesses are starting to realise the power of print combined with online advertising channels – such as social media, websites or e-mails – as an effective form of marketing. It seems that many people many not be aware of the fact that advertising combining digital and print combined saw a 25% higher response rate than campaigns only using digital marketing.
Power of Print
A central benefit of the power of print is the personalisation that one can achieve with this advertising method. An important reason for the success print has achieved is that when customers feel that they are being spoken to personally by one particular brand, retention and engagement improve as a result.
There are multiple studies which have been produced to discover which form of advertising is best. The results? Print comes out on top, being more reliable, effective and trustworthy when compared to digital marketing. Research institute Marketing Sherpa conducted a massive survey on which type of advertising channel is to be most trusted by the general public, and print came out on top with a massive 82%.
When you take into account the personalisation aspect that can be used with any form of print, it should really not be a shock that printed physical advertisements tend to produce a much stronger emotional response from the general public. It seems that when you have something which you can hold, touch, and physically handle, it makes a substantial difference in the effectiveness of the advertising; the results really do speak for themselves – personalisation alone has been shown to boost response rates by 50%.
Targeting
Personalisation of print can be seen as something as simple as targeting people from a chosen demographic or specific area, something that is much easier to achieve with print when we compare it to digital advertising. People who suffer with visual disabilities or are elderly can really struggle to access the digital world, so personalised print can provide an easy-to-use and effective method of reaching those demographics.
Marketing using personalisation can also involve targeting specific customer bases; for example, you might want to target a consumer of a particular car brand of yours if you were a car dealership looking to promote your company. As a university, targeting students from a specific area or school might be a good idea. Increasing the specific nature of targeting as it relates to your customer base can make you drastically increase interest in your business in this way.
Specialisation
An effective form of personalisation could be something as simple as selecting offers and deals specific to each customer. People see a certain deal or discount that applies to them personally and this can instantly grab their attention. They are going to be far more likely to carry on reading whatever you have written on your advertisement if this opening statement catches their attention.
Thinking about the additional digital noise that goes along with digital forms of marketing – from pop-ups, virus risks, flashing banners and ads, notifications and auto-play videos – it makes sense that many customers, having been surveyed, consistently rate forms of online advertising so minimally compared to print. Adding personalised elements to this already advantageous position only increases your chances of successfully retaining and gaining customers.
Whether you are a business looking to retain an established customer base or build an entirely new one, make sure you choose personalised print as a way to revolutionise your marketing approach today!
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