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Expert Answers to Biz Questions
Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.
Unlikely Advantages To Print Marketing
Print isn’t dead: in fact, theNielson Global Trust reported that 65%of print readers typically take some form of action after viewing a printed ad. In one such study, consumers who viewed a paper advertisement were six times more likely to buy the product compared with the retail average, a rate much higher than the level of action taken after viewing advertisements on the web. Receiving mail and reading forms of media via print registers with America’s desire to get some space away from social media, enabling marketing agencies to develop a more sustained engagement with their consumer base through the returning to the written word.
The Joys of Mail
Another reason companies are returning to print marketing solutions is because recent data shows that manyAmericans miss the traditional mail serviceand the surprise associated with receiving letters in the mail. Marketing agencies can recreate the act of receiving a surprise letter in the mail through strategic print advertising that has the look and feel of a vintage postcard or treasured letter to a friend. However, at the same time, recent tech advances enable marketing firms to expedite the process and lower costs associated with print marketing. For instance,buying stamps online saves timeand reduces the rate of overpay for shipping costs, especially when purchasing in bulk for a consumer audience.
Longer Attention
Digital advertisements and other forms of media are typically only glanced at for a couple of seconds. Because we are bombarded with various forms of media every time they browse the web, many internet users merely glimpse over advertisements before hurrying onto the next image on their screen. By contrast, print and traditional advertisements attract longer attention: providing consumers with something tangible, like a postcard or flier, promotes interest in your product or company.
Increased Flexibility
Along with letter mailing, traditional paper ads in local newspapers and magazines can enable your company to reach its target audience with greater flexibility. You can choose exactly which section of the newspaper your audience is most likely to read, or even place your ads in niche magazines associated with your product or service. Many firms, particularly those specializing in fashion, homeware, or retail industries, produce print ads designed to flow seamlessly within a target publication.
Embracing print media helps advertisers create a sustained level engagement with their target audience, driving up interest in the company through traditional forms of advertising. Ideally, a mix of digital and print marketing solutions can bolster your firm’s appeal while attracting a loyal consumer base dedicated to your company’s mission.
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