Despite the onslaught of the digital world and the power of ubiquitous connectivity, print marketing is making a major comeback. Research compiled by Finances Online indicates that the effectiveness of marketing campaigns that combine print and digital material is a whopping 400%. Moreover, the old adage that “young people don’t read anymore” simply isn’t true. Some 95% of people under the age of 25 read magazines, with readers spending about 20 times on a publication. Of course, print marketing has a far wider reach than regular magazine readers. Read on to discover why this medium is making such big waves in the marketing scenes.
Printed Material Makes Customers Feel Special
Research by the Rochester Institute of Technology has found that consumers enjoy receiving personally addressed advertising mail and printed leaflets. This type of marketing material spells luxury, formality, and credibility in an otherwise digital age. Specific industries such as real estate and high-end resorts are investing heavily in print magazines and print advertising, as a way to reach discerning clients while they are vacationing or enjoying their leisure time. There is something inimitable about holding a book, magazine, or beautiful catalog in one’s hand. The smell of newly printed paper, alongside its texture and the visual impact of printed images, can easily be classified as unique in the current world of advertising and entertainment.
Consumers Respond Well to Print Marketing
Research shows that a majority of people prefer to read product catalogs in print. This makes sense considering the fact that printed material can be marked and revisited. As stated by ClashGraphics.com, printed material can make shopping for items such as clothing faster and easier, especially when people are going through hundreds of items. Smaller printed materials like brochures, meanwhile, are convenient to carry or keep for future visits or communications.
People Trust Print Marketing
Over 80% of customers trust print marketing the most when making purchasing decisions. Next in line are TV, the radio, and search engines. They trust print not only because it lends a certain legitimacy that can sometimes be lacking in the digital sphere, but also because they gain a deeper understanding of material when they read it in print. For instance, current audiences are untrusting of ‘fake news’ and other online material that can lack seriousness, authenticity, or legality.
Print Marketing Works Especially Well for Hedonic Products
Research by academics from the Harvard Business Review has shown that catalogs that feature hedonic (aesthetically pleasing) and higher-priced products are particularly impactful. Hedonic products, for instance, have a 120% higher marketing ROI than utilitarian products. This may be the reason why companies making products that are visually impactful (such as LEGO or Birchbox) rely so heavily on printed catalogs.
Print is back, though some would say, it never went away. Gone is the myth that print no longer has a place in the digital sphere. Consumers trust printed advertising, they enjoy receiving personalized mail, and they enjoy flicking through catalogs. This is especially true for luxury or beautiful products that capture one’s eye.