Why Print?

Everyday it seems like there is a new form of digital communication; tablets, smartphones and laptops have been making their impact amoungst consumers, but in the case of marketing, it’s not about what’s new, it’s about what’s unique.  And as digital messages become more and more of a frequent commodity to consumers, printed messages are becoming more unique, personal and are now fewer in number when compared to the digital clutter.

Furthermore, responses to direct mail communication have increased over the past decade, while responses to emails have decreased by over 50 percent in the past decade. Additionally, when you combined direct mail with QR codes, your overall response increases  –by connecting print and digital experiences together, your direct mail campaign can be extremely successful.

According to a Target Marketing Sixth Annual Media Usage Forecast study found that “US advertisers earn $2,095 worth of goods sold, giving them a 1300% return with cross media marketing tactics such as direct mail combined with QR codes.”

Finally, because there is an abundance of digital messages vying for your consumer’s attention, your digital messages are less likely to be seen by your target audience, but when you combine print into the marketing mix, your message is more likely to stand out and be read by your target audience.

Print is a powerful and effective form of communication between brands and consumers.  It helps to build relationships and ultimately grow your brand’s sales.

Timothy Freeman
President
Printing Industries Alliance

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