3 Reasons Why You Should Use Print Marketing
You might think that print marketing is dead. Running online ad campaigns is so easy now. Why would anyone spend money on dead trees, right? Wrong!
In 2017, more than $15 billion were spent on flyers in the USA alone, and this trend is only going to grow in 2018. Print marketing is becoming more and more popular. Why?
#1 People perceive print as more credible
In 1990’s people didn’t trust online merchants, and there was even a discussion if ecommerce is possible at all.
A lot has changed since then. We are all used to shopping on online stores like Amazon. However, underneath our seeming conmfort with handing over our credit card details there still lurks mistrust of strangers.
And who can blame us? There are so many con artists pretending to be legitimate entrepreneurs out there. Who knows if this or that online business is a real deal?
This is why it’s important to understand that you are not Amazon. You don’t have an established brand that is known and trusted worldwide. You need to earn the trust of your potential customers. But how?
82% of the USA Internet users said that they trust print marketing more than digital marketing. So incorporate it into your marketing strategy. Yes, digital marketing works, but people still trust print more!
#2 People pay more attention to print
We live in the so-called attention economy. Sure, businesses are competing for our money, but first of all, they must win our attention. And the battle for it is ruthless. Every time we go online, we are bombarded with all kinds of distractions, from clickbait headlines to flashy advertising messages.
This had a drastic affect on our attention span. In fact, an average human attention span is 8 seconds, which is less than that of a goldfish. We simply can’t stay focused anymore. Think about your own browsing behaviour. When something catches your attention, do you stay on that website for a significant amount of time, or do you skim the content while going back and forth between it and other open tabs?
This scatterbrained approach to browsing the Internet means that online marketing simply isn’t as effective as it used to be. Sure, people might see your ad, but will they read it? That is becoming less and less likely.
Meanwhile, with print, situation is completely different. When you are handed printed advertisement, such as a brochure or a flyer, you usually pay attention to it, because there are fewer distractions in the real world.
A study conducted by True Impact has shown that processing direct mail requires 21% less cognitive effort than processing digital media and that it’s both easier to understand and more memorable. So people still pay attention to print even as they ignore digital advertisements!
#3 Print is a less crowded marketing channel
People used to be excited to about getting emails, but those days are long gone. Now, an average office worker receives 121 emails per day and sends 40 emails per day. People are so overwhelmed by it that some even declare email bancrupcy and simply archive all unread emails.
It’s even worse when it comes to ads. Mehmood Hanif, who works at Bad Ad Johnny software company, says that, according to their data, an average Internet user sees 11,250 ads per month. That’s crazy, right? No wonder people are developing the so-called banner blindness!
People are simply tired of online advertisement. You know how you check your mailbox and you find a bunch of leaflets and brochures? You might think that this means that competition for attention is tough in print marketing. However, that pile of paper is nothing compared to hundreds of unopened emails and thousands of ads that people deal with every day.
There’s a saying in marketing that if everyone is coming through the door, you should climb through the window. Yes, your competition is probably using email marketing, Facebook ads, and so on. But is this really the best way to go when most people are already sick and tired of it all? You are much more likely to get someone’s attention if you go the print marketing route because it is a much less crowded channel.
Print marketing is surprisingly effective. It works for local businesses, it works for ecommerce stores (by the way, if you run an ecommerce store, check out this print on demand company that works with shopify) and it works for startups. Chances are you will get great results with print marketing, so don’t hesitate to give it a try!