Print marketing works well with digital marketing — the two media outlets should be combined to create additional touch points with your target audience and offer an increased number of times a message is seen, heard or read by your brand’s core audience.

Both digital and print marketing have benefits and when combined to work with one another, there become fewer holes in your marketing mix and more of your target audience is reached.  Today, we’re going to focus on a few of the benefits of print marketing.

Print can break through the digital clutter.  With so many digital messages coming to a person every day — email, texts, social media — it’s hard to get your message seen, let alone read, with all of the digital messages vying for your audiences’ attention.  A Encore Multi-Media Article stated that, “While only 20 percent of people have clicked on a banner ad, over 80 percent of people skim or read their direct mail messages.”

Additionally, print adds credibility.  Print media has been shown to be the number one most trusted form of media in multiple studies, however, the internet was voted as the least most trusted form of communication.  This is one of the reasons many people still prefer to receive their bills and other important documents via direct mail, not just email or online.

Finally, print has a long life span.  Unlike a digital messages that is archived or completely gone the moment it’s read, print has a tendency to stay around longer.  Almost a quarter of direct mail is kept for a month or more and magazines have an average lifespan of at least a month.

Print is powerful, memorable and effective.

Timothy Freeman
President
Print & Graphic Communications Association