By 2016, the printing industry is expected to hit $845 billion.^ And yes, it’s growing. Before you go all digital in your marketing efforts, take a step back and consider the power of print.
Beyond the sheer size of the industry and options available, creative uses of print in your marketing campaigns can help you break through the information overload of today’s digital world.
Print vs. Digital: Another Emotional Win for Paper illustrates this point. In a Temple University study conducted for the U.S. Post Office, researchers found:
- Paper ads engaged viewers for more time
- A week later, subjects showed greater emotional response and memory for physical media ads
- Physical media caused more activity in the ‘purchase intent’ area of the brain
We’re not telling you to ditch digital. In fact, print is even more effective when combined with your digital efforts. Send a direct mail piece with a personalized URL (PURL) to your recipients, so they can go online and respond or buy quickly and conveniently. Utilize a QR code and text short code on a handout at an event, so attendees can request an electronic version, answer survey questions or enter to win a contest on their phone while they’re still in the room.
The Temple University study highlighted a key takeaway. Effective print ads will drive digital purchases. So even if the C-Suite prefers flipping through a physical catalog, they’ll probably place an order online. Make sure that you devote enough time to your website design and checkout process. You don’t want a disastrous digital experience to interrupt the steady stream of leads — and sales — that print will bring to your door.
The Power of Print in Your Marketing Efforts
Do you utilize print in your marketing efforts?
Do you see your brand increasing, decreasing or holding steady in its print usage in the short-term?
How can you integrate the power of print with your digital marketing efforts?
Share a powerful print example that moved you or someone else to make a purchase.
Sources: ^Pira International via adampage1976
Yes, I have physical business cards. 😉