Top 3 Reasons For Using Print-Based Marketing

February 9th, 2014

The 21st century has adopted digital marketing as one of the main ways of communicating. Search engines, e-mail, blogs, social media, wikis and interactive marketing are a few examples. Other ways include podcasting, videos and mobile marketing.

If asked to reduce their budget, the first items B2B marketers would look at is print-based advertising (14%). This is closely followed by general advertising (12%) and then direct mail (8%). This result was obtained from a survey carried out in 2008.

The same survey indicates that online video and search engine marketing budget is increasing by about 55% while traditional marketing techniques (e.g. print advertising, broadcast direct mail and tradeshows) will decline by about 20%. Also, many respondents are likely to increase budgets on either web 2.0 media (52%) and webinars (51%).

All of these are pointing to a decrease in confidence for marketing which is print-based. Big mistake. Let’s examine three reasons why print-based marketing still remains relevant:

1. The internet is not accessible by everybody

A 2008 report has shown that about one quarter of Americans do not have access to the internet. In this category are the less educated, the older people and the less affluent. Similar reports show lower percentage of internet users in Europe and Asia.

So, if your company is targeting Asian and European markets or Americans who are less affluent, older or less educated, digital marketing is not necessarily a better option. The traditional methods of marketing and communication are still relevant.

2. Spamming is on the increase

Though email marketing proves to be less expensive than print marketing, a 2008 report from Forrester Research study has shown that as high as 90% of sent emails are classified as spam.

Some people who have access to the internet still prefer print marketing to digital marketing. Report from Vertis Communications Study in 2007 proves that 85% of women between 25 to 44 years of age prefer print marketing. The percentage of Hispanic consumers who prefer print marketing has also increased from 38% in 2003 to 54% in 2007.

It is therefore obvious that print collateral will get your message through more directly than digital marketing.

3. Print information is easier to process and understand

A study conducted in 2007 by International Communication Association which focused on visual information has defined a clear difference between reading information on computer screen and reading printed material. Most people have to make hard copies of information on the computer screen to enable them to read and fully understand an offer of a product or service.

People with disability usually find it very difficult to access online information, except for sites which are W3C compliant (Worldwide Web Consortium). Compliance with the guidelines of W3C provides a better online experience for most people.

Print collateral still remains relevant in this present world where the use of digital marketing is growing aggressively, but is best balanced by a fully integrated marketing strategy.

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