Friday, October 30, 2015

Is Print Marketing a Thing of the Past?

What do you think? Is print marketing a thing of the past or will we continue to utilize the advertising vehicle in the future?

The digital world has emerged, expanded, evolved, and expanded some more. As marketers, we can expect this digital growth to continue as we make-way into the future. However, does that mean print media will be something our great grandchildren only read about in history books? Maybe, but I wouldn’t be too quick to jump to that conclusion.

This graph from Strategy Analytics shows that the digital platform has indeed surpassed the percentage spent on print advertising. Yet, print still holds 15% of the pie, ahead of radio, outdoor, and cinema. 

Elaine Fogel has an interesting article, “Why Print Marketing Materials Are Still Important in 2015” where she compiles statistic after statistic that show the importance of print advertising.

  • Forbes reports that 46% of US Internet users read only printed books as opposed to eBooks.
  • According to AllBusiness Networks, 56 percent of all consumers put their trust in print advertising above other advertisement types.
  • 70% of Americans find direct mail pieces (print) to be more personal than online advertisements.
  • Within direct mail marketing, 56% of recipients read postcards making them the direct mail leader according to the 2014 DMA Fact Book.
  • The CMO of Adobe’s research shows that on average, readers will spend 20-25 minutes with a branded magazine as opposed to a few minutes on the Web.
  • In Business Magazine discovered that for every $1 spent on direct mail, $12.57 was spent by customers in sales.
  • Fogel found that people read print text 25% quicker than they do online text.
  • Fogel also discovered that 15% of adult Americas do not use the Internet.

Still not convinced that print advertising is still effective today?

Think back to the last time you got a direct mail (print) piece sent to your house. For me, it was a mail piece from Bath and Body Works. It had my name printed directly on the front with fall colors to catch my eye. There were enticing pictures of the new candles, lotions, and hand soaps. So, might as well look inside, right? That’s where I find the “goods”. Coupons right there in the mail, “FREE travel size hand lotion” “$5 hand soap” “3 for $15 body wash”. And just like that, I unstick them from the mail piece and stash them away in my purse. Chances are I spent a few minutes looking over the advertisement and collecting coupons. On the flip side, if I had seen a Bath and Body Works advertisement digitally with a, “click here for coupons” option, I most likely would’ve kept on scrolling through my web browser.

Sound familiar? There’s a good chance that your response, whether recognized or not, is similar to mine when it comes to print advertising.

So, what do you think? Is print marketing a thing of the past?

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