How many digital advertisements have you seen so far today? If you’re not sure, don’t worry – it’s probably too many to remember. However, if you’ve received a mailer, flicked through a magazine or distributed a few circulars at work, it may well be that you remember these more clearly.
Admittedly, if you’ve been wowed by a digital advertisement that caught you at the right time, and perhaps convinced you to learn more about it – then that’s just great marketing. Still, in an age where digital ads are far more than plentiful, there certainly remains a place for print – and here’s why.
We retain printed information longer
By the end of 2019, it’s expected that we will have seen the money pumped into social media advertising overtake print for the very first time. However, while this growing trend is set to continue, it will never compensate for the fact that we simply don’t pay as much attention to what we read online.
According to neuroscientific research, we use a different part of the brain when reading print, allowing us to ‘deep-read’ and remain switched onto the information. When it comes to our screens, we simply don’t process the information on the same level – and are less likely to remember it.
There’s now a gap in the market
Nonetheless, it must be said that online advertising is simpler, cheaper and allows anyone to reach practically anyone else with any product or service the advertiser is offering. Naturally, then, more businesses are using online as the mainstay of their marketing efforts – or as their only medium for advertising whatsoever.
So, why not take advantage of this? If people are receiving less of something, that they’re more likely to remember it – especially as it’s becoming rarer. Therefore, if you focus your efforts on print, you may be able to take advantage of a gap in the market. For especially strong impact, consider the range of innovative digital print equipment available from Duplo International.
It IS POSSIBLE to measure print success
Another big draw over in the digital world is the vast range of data and analytics available to people who use the platforms – something print can never have. However, by using a combination of traditional and contemporary methods, it is entirely possible to measure how successful your print marketing efforts have been.
Just as coupons and vouchers exclusive to print promotions have always been used to measure the impact of distribution, there are also two digital methods to consider. By creating unique subdomains and landing pages, you can assess how many people visit the pages on the back of your campaign. Then there are QR codes, too, which are simple and measurable and can also be rather creative at times!
Not everyone adores the internet
Finally, there are still some people out there who simply don’t shop, search or interact online. While this may be something of a niche market, you must also remember that the constant bombardment we get from online ads – even as soon as we head online – can be both annoying and overwhelming.
To be sure that you’re maximising ROI on your marketing efforts, ensure that you at least persist with print for the time being. It’s certainly not retro yet, and there’s no doubt that it’s still got a place in the world of promotional advertising and marketing.
