Digital marketing continues to grow in this new era of online transactions and endless social media flows. Whether it’s seeing a targeted ad among your Google searches or an engaging contest you enter on Instagram, we’ve all got to grips with these new methods of persuasion.
However, if you’re looking for ways to market your brand, don’t pitch all of your tents in the digital landscape. Success is still there among the other promotional techniques. One method, print marketing, still has great influence among consumers. In fact, their use can have significant advantages over their digital alternatives.
Here, we explore why printed products still have a role to play in your marketing strategy.
A key benefit of digital marketing, especially in the front of paid social media ads, is the ability to target consumer identities. This means that your business can devote its time, attention, and money to promoting its products only to the people who have the potential to buy them. For example, a wedding costume salesperson would be able to target male customers who are engaged, knowing that they are more likely to buy from them.
However, while digital marketing’s focusing abilities can be of use, your ad may go unnoticed thanks to the competition and the number of ads that appear alongside your promotion. This is called “banner blindness”.
Banner blindness is where customers can consciously or unknowingly ignore banner-like content on social media. In essence, we have become so aware of online advertisements that we have practiced ignoring them.
According to a study, 86 percent of consumers suffer from banner blindness. This should be taken into account when launching your digital campaign. Find out the reach of your ad, then consider that only 14% of people will take notice.
In this regard, print marketing has significant advantages. Using direct mail, for example, results in higher engagement rates. In a survey, 75% of direct mail recipients were able to remember brands that sent them printed products. This shows that consumers have a deeper mental connection to direct mail as opposed to viewing content online.
Businesses need to consider how digital media engagement compares to print media engagement, understand the investment of both, and why print advertising like direct mail can contribute more to their business.
Confidence is the key
Digital advertising is based on the concepts of sharing data and managing your private information. Recently, this has become a subject of scrutiny by the public and tech companies. Apple’s new privacy update aims to clarify what data is shared by private apps and businesses. Meanwhile, Netflix The social dilemma highlighted the expansive profiles that technology companies can create around our public information and research.
The effect of this reflects a low level of trust in social media and advertisements on these platforms. Only 42% of people trust online ads. This compares to the trust instilled with print ads. 61% of consumers say they trust print ads in newspapers.
The reasons vary. But print products and newspapers are widely recognized as established and familiar. People understand that printing is an investment, and therefore the companies that use this method are well-founded and trustworthy. Paper speaks louder than pixels.
Make a statement, not a whisper
Good marketing has a strong message. While digital marketing can be a useful tool for creating loud campaigns, there are still limits to what we can do in the virtual world. In this regard, there are no limits to physical and print campaigns.
The use of billboards, for example, is just another example of growing innovation in marketing. Print campaigns are no longer based on posters. Billboards are now interactive, smart, and can generate more conversations than any digital ad.
Advertise their limited drama series, Dracula, the BBC used a billboard as a canvas for shadow art. Wooden stakes were stuck in the plank, almost sporadically. During the day, the billboard looked intriguing at best. At night, the spotlight was able to cast a shadow from the location of the stakes to reveal the image of Dracula himself. It was a smart campaign as it relied on the eerie nature of the night to reveal the monster.
Likewise, the Kit-Kat chocolate cookie company left its poster board half-finished, with only part of the poster taped to a wall, leaving a ladder in its wake. The brand has been able to build on its long-standing motto: “Take a Break”. The poster board implies that those who create the poster have taken a break from their work.
Essentially, these print campaigns started a conversation, rather than just blatant advertising of a product. Print campaigns continue to be the best method of creative advertising, which is difficult in the saturated sphere of the online world.
Printed products have a long tradition in the marketing industry. But while the digital world has dominated conversations about promotional methods over the past decade, it’s no surprise that companies are returning to this persuasive and effective advertising technique. Your business should never have to choose between digital and print. Effective print marketing combined with smart digital publications can lead your business to success.
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