Even in the digital world we live in, print advertising is still valued by consumers. This might be because mailboxes are less cluttered even though they may not feel like it, or because we all seem to be the targets of an unceasing amount of digital advertising.
Regardless, print advertising is tangible, trustworthy, and calming… and it still produces well if attractive and done with good strategy.
Print Is Tangible, Trustworthy, and Calming
Yes, it’s true that a well orchestrated digital marketing campaign is important for brand awareness and engagement. Videos should be used too considering how well they perform. However, companies who orchestrate a strong print strategy are undeniably able to connect with their target audience on a different, arguably more intimate level.
Effectively, print advertising provides an excellent way for businesses to connect with their most likely customers. While it helps if they are attractive, there is something comfortable about holding a magazine, flyer, or postcard that doesn’t glow on a screen. It also feels good to actually touch something when trying to relate to its topic while reading words or looking at images.
In addition, one thing that will never happen while someone is reading something in print is that a pop-up advertisement will not unexpectedly try to grab their attention. Those seem to interrupt people often online, and if anything, their absence gives reading printed materials a calming effect.
Also, especially in advertising, print seems to stimulate trust more than digital. In the minds of consumers, when companies spend the money to put their content in print and distribute it regularly, it usually means they’re proud of it and believe others will benefit from it as well. It also gives an indication of their stability.
Younger Generations Still Respond To Print Advertising
An article posted on September 14, 2019 by Lending Science – Intelligent Marketing By Design says that younger generations still respond well to low-tech marketing that has been around for centuries. They refer to it as “Paper in a mailbox” and point out two very interesting statistics:
- 84% of Millennials take the time to look through their mail.
- 64% would rather scan for useful info in the mail than email.
There are many other interesting statistics and remarks made in the article. Nevertheless, their conclusion was that print advertising still produces well.
Essentially, with all of the fluff, nonsense, and random ideas saturating the internet, print advertising retains a certain dignity and appeal. While consumers are used to looking skeptically at content online, most expect more reliability and seriousness from content that is printed.
Print Advertising Reinforces Brands and Builds Loyalty
For centuries, consumers have read printed content for entertainment, knowledge, and advertising. Even in today’s digital world, they still turn to print for the same reasons.
Consumers will honestly go out of their way to use a coupon if it will give them the opportunity to try something new or re-experience something they’ve enjoyed previously. Print magazines create traffic for businesses, and companies who advertise in print usually reinforce their brand and build loyalty within their customer base.
In addition, smart business owners realize that if their competitors advertise in print, they probably should as well. By doing so, they give themselves a better chance to gain the business of consumers who see their ads instead of losing them to their competitors, and it can keep them from losing their regular customers who might be tempted to give another brand a try.
To learn more about how print advertising in Villager Magazine can help your business, contact us today.