Six Reasons Print Belongs in Your Media Mix (or Why Digital Popularity Brings Print Opportunity)
Just because marketers are jumping on the interactive-marketing bandwagon in droves doesn't mean that things on the interactive side are all rosy.
Sure, with the rise in popularity of email, websites, video, social media, mobile apps, behavioral targeting, etc., magazine advertising and direct mail have seen a steady decline, ad-supported magazines are diminishing, and costs and environmental concerns have taken a toll on direct mail.
But the decreasing numbers for print don't necessarily mean a particularly high return on investment (ROI) for all digital initiatives.
For instance, email overload and clutter have resulted in stagnant response rates for email marketers. On average, consumers receive 14-15 emails per day from companies or brands (per IDG Connect, 2010), in addition to the countless business-related emails they receive.
Because the cost of sending emails is so low, most marketers are planning to increase their outbound mailing. Accordingly, consumers' inboxes will get fuller and spam filters will inevitably become more aggressive to compensate, making it even harder to connect with the target audience.
The jury is still out as to how consumers respond to advertising on social networks such as Facebook and Twitter. There has been consumer pushback to each, including popular movements to delete Facebook accounts over privacy concerns.
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Yes, yes, and yes! Same mindset from me. :) Thanks, Gordon.
http://www.marketingprofs.com/9/print-collateral-remains-relevant-fogel.asp
An excellent reminder of the ongoing value of print in the total marketing mix. Your call-out of benefits is especially good. Well done!
Good read. This post is especially valuable for young people in marketing/communication roles who have not had much training in traditional methods. The benefit that resonated with me most: #4-Print can be integrated with online tactics: digital editions, mobile apps, social media, and commerce websites. True, and effective.
Gordon, thanks for the informative article. Good information here. You mention that over 80% of consumers use more than one medium for purchasing decisions - at least one reason for this could be that people differ in how they like to process information, much like how students differ in how they absorb and retain knowledge. Some respond well to highly visual demos, while others prefer text-based info. Indeed, many people prefer hard paper in hand when it comes to really focusing on a particular subject, whether they got it in in the mail or downloaded it from a website.
I love this article it was such a great read . It is highly relevant to our industry. Can I repost this to our blog and just put an attribution link? Thanks