There are a lot of ways to communicate with an audience — whether you’re explaining your message through email, social media, or print, it’s important to be confident that your messages are not only being seen, but they’re being responded to by your core audience.  Using cross media marketing will ensure your audience has multiple touch points with your brand and as the frequency increases, so will the chance that they’ll respond to your call-to-action.

In an age where most of us are ‘always online’ digital marketing can be a great way to reach your audience, but because of the shear volume of digital messages your communication may not be engaging your audience and ultimately will not entice a response. This is one of the big benefits of including print marketing in your cross media marketing mix.  In the past decade, digital messages response rates have decrease, while direct mail response rates have increased by 14 percent.

A PrintPower.eu quote explains the value of print simply and eloquently:

“By picking up the print medium, they’re (the customer) investing time and attention, actively seeking entertainment and information rather than allowing it to wash over them.”

Print media is engaging because the recipient must handle your message — it cannot be simply deleted or ignored. In fact, a quarter of direct mail messages are on display at a person’s home for 30 days after it’s received — meaning your message’s frequency continues to rise even after it first hits your recipients’ homes.

With technology such as Variable Data Printing, your message can be personalized and relevant to the recipient.  In addition to the ability to personalize your message, you also have control over who receives your messages.  Print can cut through the clutter of a person’s daily life and ultimately entice a response to your message’s call-to-action.

Timothy Freeman

President

Print & Graphic Communications Association