Where digital media has its benefits like greater reach, it also has its drawbacks. Effective marketing requires reaching the right audience, not just a wide audience. The digital world is becoming increasingly saturated with all sorts of content. When inboxes and news feeds are overflowing with unsolicited ads and non-worthy news, a great printed marketing piece really stands out. With online marketing the focus for most companies, the good old print media is making a comeback.
Print media of today is far different from that of earlier times. Today we have more knowledge about target markets. We have more data and key metrics on readership, consumers, and content appeal. We have surveys available and a better connection with the audience. All this helps in creating a successful print marketing strategy to better reach your target market.
Whether you are targeting a niche market or the general population, careful design and strategic placement of your ads in magazines, newspapers, and other publications can help you reach your audience in a way that they remember your business. Better data on customer demographics can help bring the right print material to the right audience, thus leading to maximum impact from your marketing campaign.
Statistics also show that print media is here to stay. The response rate for direct-mail marketing is 37% higher than email? Moreover, consumers trust print advertisements 34% more than search engine ads when making purchasing decisions. Print media is not going away anytime soon. In fact, it’s an effective way for marketers to stand out from their competitors and attract audiences.
If you want proof that mailing printed material still works try this the next time you’re at the grocery store. Pick a card or print one for a loved one, write a personal note, and mail it to their house. Then watch their reaction when they receive your card. See how special it makes them feel. Or think of the last time someone sent you a physical letter, a note, or handmade card. Do you remember how it made you feel? Were you touched? You can have a similar impact on your customers with carefully crafted messages delivered in their mail.
Printed material, snail mail, and physical copies are not dead and they won’t be as long as humans retain the sense of touch and emotions. Physical objects will continue to matter to us. So why not embrace the old. Sending a printed message to your customers might be just the thing to remind them why they chose your business in the first place. It’s good business sense to print your digital newsletter at least once a quarter to mix up the media input your clients receive. Creating strong printed pieces should be part of your marketing to connect with today’s consumer.
