Marketing your business in print is one of the oldest and most effective forms of advertising. Even with current marketing trends that focus on digital content, print marketing continues to deliver results. Here are four reasons you can still count on print marketing to reach your audience in the digital age.
1) Distractions Are at a Minimum
By the very nature of the medium, print marketing commands the immediate attention of the consumers who read it. Even the best digital marketing strategy can be upended by a competitors video, another advertisement, site load times, or general IT problems. Print ads don’t have nearly the same amount of distractions to compete with.
2) They Stay Put
In the digital space, things move quickly. Attention spans are short, and consumers quickly jump from page to page and ad to ad. Print ads, however, stay in one place. They can easily be referenced after they have been seen. In fact, until a consumer physically throws the publication away, the print ad exists for any future reader to see and experience.
3) Encourages Positive Reaction
In 2015, Temple University released a study, funded by the U.S. Post Office, that researched how print and digital ads influence consumers. They discovered that people spent more time reading print ads. Consumers were also more likely to have an emotional reaction and thus able to better remember the details of the ad. The study also found that the parts of the brain that predict purchasing habits were more active when looking at print advertisements.
4) Pushes Consumers to your Digital Presence
An overlooked part of print advertising is that it’s the perfect medium to encourage cross-channel marketing. Your print ad can use a call-to-action to drive consumers to a website, email address, or social media feed.
Print marketing may seem old-fashioned, but it’s still an excellent vehicle to use in any successful marketing strategy. As you can see, it delivers your message to an engaged audience and allows the ability to push consumers to your digital presence.Five Steps to Branding Your Business with Hashtags