Do you really know about the power of print? In a world that is increasingly digital, there are few businesses left who are truly aware of how print can help them to succeed in their marketing objectives. The overabundance of digital material has presented us with an opportunity for print to become truly effective at creating creative, versatile, and engaging content that massively benefits from being held and read physically in person rather than through the medium of a screen. Here we will then reinforce this message by going through some of the most important and key statistics surrounding print and its efficient nature as a marketing and advertising tool.
Evidence has suggested that campaigns combining print and digital are the most effective; advertising that had a combination of both digital and print saw a massive 25% higher response rate than campaigns who chose to only use digital marketing by itself! The evidence doesn’t stop there, however. Campaigns that included print were found to be 67% more effective at delivering fresh customers, and 90% of the campaigns that chose to include door drops reported a rise in acquisition when compared to 59% for those that chose not to!
It is also clear that print is much more engaging, because not only are people more likely to read it but they are more likely to spend time focusing on what they are physically reading. For 58% and 60% of the time we spend reading magazines and newspapers respectively, our focus is spent solely on that medium. Newspaper ads are also viewed 2.5 times longer than an average digital advertisement, with long-term memory encoding of printed mail being 49% stronger than e-mail. This means printed advertising is more likely to positively impact future behaviour.
Advertising with print
Because the internet has seen significant growth in the past decade, accelerated rapidly by the onset of the pandemic, it has put all other forms of media at a disadvantage when it comes to attracting new customers. While the print element of media expenditure in advertising has depreciated, print remains a pivotal channel for a significant amount of advertising.
This effectiveness was proven in a 2020 Re-evaluating media for recovery report conducted by Ebiquity, which looked at how brands could grow during the challenging times ahead in the future and found that brand salience (the degree to which a brand is considered or noticed in customer purchasing decisions) is now the most valued attribute in advertising campaigns. Magazines and newspapers ranked fourth and third in the list of media that increases brand salience for customers, which makes them an incredibly important part of any future marketing strategies.
What is the future of print?
By 2030, it’s likely that the print landscape will look vastly different from the pre-COVID one. From 2015 to 2030, the volume of the worldwide print market is expected to fall by at least 15%. This is despite the value of the market projected to grow by close to 6.8%! These numbers might seem worrying at first, since it speaks to a general lack of awareness from marketers in the power that print can provide them. To tackle this, it is important that more people are made aware of the efficacy that print offers, particularly when combined with digital media. If you are interested in taking advantage of what print has to offer you, get in contact with us at the details below!
The Fulfilment Warehouse are leading experts in providing small and medium sized businesses with fully packaged fulfilment services. We will safely store, package and dispatch all your orders with complete care, giving you a peace of mind and a trustworthy, professional service. Take a look at our services here or give us a call on 0330 563 980 – we’d be happy to hear from you!