Printed advertising is far from dead, despite so much of our commerce being carried out online. All businesses can benefit from good old paper and ink.
Despite being told we live in a 'digital world', print is far from dead. Savvy marketers know that, and make use of both print and digital when it comes to promoting their organisation. Remember, people can scroll over an online advert without taking it in. It's far harder to ignore a physical piece of paper in their hands.
Let's start with a few stats. Reading physical print is estimated to require 21% less cognitive effort than digital, and people recall over 70% more of what they've read. On other hand, almost 60% of marketing emails go straight to your spam folder and remain unopened, and physical mail gets a 37% higher response rate on average.
The truth is, the majority of digital marketing is wasted unless it's done incredibly well. Most people's eyes simply slide past the banners, the promotional posts on social media, the side ads. People spend longer with a print ad in their hands than they do staring at the digital ads on their smartphone or computer.
There are all sorts of printed materials you could use – magazine and newspaper ads, leaflets through the door, glossy promotional brochures. The best marketing gets print and digital to link up and work hand in hand. That could mean including QR codes on your printed materials, tying them in to your digital offering.
None of this is to say digital advertising is an ineffective tool - far from it. It's incredibly powerful. But don't dismiss print because so much of our lives are now lived online. By bringing the two together, you can create an even more effective advertising campaign.
Reading print takes less brainpower
People recall more from print
Most marketing emails never get read
Effective campaigns link print and digital
