It’s easy to understand the importance of digital marketing. But with online clutter, how can we connect on a deeper and more meaningful level? Engaging with your audience offline is becoming rare, and possibly more valuable than any other channel. Why is print marketing important? How is it an engaging medium? Logic and research shows that print can enhance our marketing efforts. Here are five reasons why:
Print Completes the Media Sensory Experience
It’s the only medium which lets your audience physically connect to your message. It opens up a method to reach customers on a more personal level in their “real world”. It’s a great change from half-heartedly scrolling through digital media (which tends to be more saturated than print these days). Print gives your audience something they can touch, feel and hold in their hands, providing a much more engaging form of communication. From magazines and postcards to mailers and extras like sample products, scented panels, and CDs, paper has the power to touch users — and let them touch back.
Print Creates Habitual Integration
Reading the newspaper at the kitchen table with breakfast. Browsing through a magazine on the sofa. Clipping out coupons on a Sunday afternoon. Paper allows consumers the choice to engage at their own pace, on their own time, and in their own way. It doesn’t yell. It doesn’t flash. It just sits, patiently, and waits to be read. Don’t forget, magazines and newspapers can stay in houses or offices for months or years, while Internet ads can disappear into cyber space instantaneously.
Print Digs Deeper
Paper and communication have evolved together — so it makes sense that people still feel a connection to it. In a Neuromarketing study conducted through Millward Brown, it was reported that direct mail triggered more activity in the parietal cortex, which is associated with the integration of visual and spatial information. This suggests that print-based material is easier for the brain to absorb. Because we can see and touch paper, it’s more concrete, and can act as a cue for memory. Subjects also formed more connections between the printed material and their own memories and personal experiences. In contrast, online materials elicited responses in the temporoparietal junction, which has been associated with filtering out irrelevant information. Jakob Nielsen, Web-usability expert, sums it up perfectly when he said “The online medium lends itself to a more superficial processing of information. You’re just surfing the information. It’s not deep learning,”. Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. A study shows that people read digital screen text 20% – 30% slower than printed paper. (Alshaali & Varshney, 2005)
Print Creates Credibility
There is something about print that gives a sense of legitimacy. The saturation of popups and banner ads on the web can be overwhelming and the fear of spam and viruses is enough make people weary of clicking. There is no imminent danger in a print ad.
Print Reinforces Your Brand
Print ads are excellent for reinforcing your brand and creating an identity. Your ads should have a consistent aesthetic in terms of fonts, colors and types of images to establish brand recognition. Something that is pleasing to the eye and interesting will likely result customers with your print material in hand . Kinetica Print is a well established printing company who can provide exceptional designs on form imaginable.
Engage deeper. Have your brand remembered. Print is still the King. Contact us today for a free quote.
