Digital inundation is driving a resurgence in direct mail effectiveness
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Recent reports from the marketing industry are pointing to a resurgence in print advertising based on the latest figures. Despite previous theories about the internet being the end of catalogs, mailers, door hangers and other physical media, new information indicates the rise of the internet may be at least partially responsible for the return of printed materials. Marketers are saying using both on and offline advertising methods is currently the key to reaching broader audiences and making conversions.
Offline Marketing Effectiveness Trends
By some accounts, the open rate for mailers and other printed forms of advertising is currently around 90 percent. In contrast, marketing emails have an open rate of just over 10 percent. Response rates for physical mail and email are hovering at 4.9 and .12 percent respectively. Direct mail response rates eclipse those of paid online advertisements and social media marketing by a considerable margin as well.
From another angle, print media appears to have a more powerful effect on consumers’ purchasing decisions than digital marketing and advertising. Offline marketing tactics are now responsible for more than 65 percent of online searches with an estimated 40 percent of those resulting in purchases. In light of those figures, businesses taking advantage of Cheap Postcards Printing, brochures, branded greeting cards and similar options may be giving themselves a competitive edge over those focusing primarily on online marketing strategies.
Incorporating Print Media into a Marketing Plan
Authorities point out using print media requires planning and strategy. Among the most effective materials for this purpose are catalogs, brochures, business cards, postcards and signage. High-quality materials, eye-catching graphics and text, varied fonts and short messages are said to be critical factors in the effectiveness of direct mail. In the case of catalogs, product pictures and product descriptions are essential.
Marketers likewise note the importance of clearly stating not only what a company has to offer, but how those services or products will help consumers. Advertising contests and giveaways via direct mail has been found highly effective in drawing in new prospects as well. Printed materials available from sources such as CheapPostcards.net should also fall in line with a business’ logo and color scheme as well for maximum brand recognition and recall according to marketing experts.
Bottom Line
While direct mail declined considerably after the online world took hold, the public is now reversing its collective mindset in terms of preferred advertising. Many have come to view pop-up ads, emails and other digital marketing forms as intrusive and untrustworthy. That being said, more than 75 percent of consumers say they trust print media more readily than all online channels.
Studies show a few reasons for direct mail’s rising effectiveness. Neurologists indicate print media is simpler for the public to take in and understand than online advertising; at the same time, direct mail tends to leave a more lasting impression on viewers. Printed materials additionally elicit stronger emotional responses than intangible content. Many also believe being continually bombarded by numerous forms of online advertising has left consumers blind to digital media.
With those factors in mind, 80 percent of businesses plan to heighten their focuses on direct mail during the coming year. Marketing specialists advise against veering away from online strategies altogether but are emphasizing the potential of using both on and offline opportunities.
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Source URL: https://marketersmedia.com/print-materials-eclipse-digital-in-latest-marketing-trends/88913412
Source: MarketersMEDIA
Release ID: 88913412
