Paper is sometimes the perfect technology for a job. Sometimes the tactile experience given with a paper communication cannot be matched by its digital equivalent. In today’s digital age, it’s easy for your target market to become saturated with online advertisements and email marketing. It’s time to take a proven approach to reaching your prospects, print media. According to Forbes Magazine, print materials and publications offer your customers and prospects a brand experience that can’t be replicated online.
Below are six reasons to include print in your marketing mix-
Recent neurological research suggests our brains process information differently based on how we receive it. Our brains on paper seem to have a longer attention span than our brains on a digital screen. When reading print, we have less distractions and so are able to fully take in messaging.
Brands that appeal to multiple senses will be more successful than brands that focus only on one or two. Print advertisements trigger multiple senses which appeal more to the masses and hence advertisement on print media will be more successful.
According to recent surveys, print media is trusted far more than social media or any other digital platform. Readers read a magazine because they trust the publication, its content and know what to expect from them. As an advertiser you can also benefit from this because the trust also inflicts on you as you’ll be associated with the publication.
Print has a different appeal to the consumers. Advertisements in glossy magazines have a certain appeal to the luxury consumers. Various brands are ubiquitous on digital platform. Print media will make an impact and help stand out in this era of digital media.
Print media is a great method to get return on investments (ROI). Research proves that when printed materials are integrated with other digital solutions, the former’s ability to increase ROI is as much as 240%. This is a win-win for brands that are tired of relying on online ads and are looking to capitalize on alive, kicking and visually-stunning print ads.
Websites are often skimmed in as little as 15 seconds per visit. When a customer or prospect reads a printed material, they are more engaged for a longer period of time. On average, a consumer spend 43 minutes reading a magazine.
Print will always remain an integral part of any successful and comprehensive marketing strategy. There are many different types of print media available, and some of the biggest players in print advertising are doing some amazing things by integrating technology into their print ads. Integrating your digital and print marketing makes your marketing campaigns stronger, more important and more resilient.
Three ways you can make your print media materials more interactive-
The advent of digital has changed the pattern of user behaviour for sure. According to the report, the mobile screen has increased the frequency of interactions manifold, ranging from 4-8 times a day per consumer, the average length for most of these sessions is 3-5 minutes, versus 2.5-3 hours for TV and 20-30 minutes for print. Hence, the total touchpoints with consumers across screens have risen 10 times. This has not just led to increased value attached to differentiated content, but new short formats and the use of artificial intelligence to understand user behaviour.
Indians are consuming 190 minutes of video per day, per user, across platforms, which has been growing at 8% over the last five years. More than 30 over-the-top (OTT) platforms have been added to the already wide range of TV channels. Video players invested $4-5 billion in content in 2017, which is 14% higher than their investment in 2016. While an average consumer watches 10-15 channels per day and two to three apps in any given month, the overall spectrum of options is massive. However, the lack of a uniform measuring metric for digital and traditional platforms poses a challenge in terms of advertising.The tsunami of change is especially a cause for concern for modern media organisations, which have to cope with and evolve accordingly.
“This change is not the future, but rather is here and now,” said Sudhanshu Vats, chairman, CII committee on Media and Entertainment, and group CEO, Viacom 18 Media, India. “This is an unparalleled situation even for an industry which has always been at the forefront of disruption. The industry will now need new answers, and will need them fast, even on the most fundamental things, such as talent pool, to run our companies, methodology for measuring the impact we are delivering to advertisers on our platforms.”
A great way to draw your target market to a webpage or a website to learn more about your product or services. QR codes are easy to use and can be customized to fit your needs and your company branding.
Statistics and graphs can be dull, but formatting them as an infographic allows you to reach your target audience in visually appealing and memorable way. Include a digital copy of your infographic online so that it can be shared by your customers and prospects.
Include your social media icons and tags in your printed materials to take the conversation online. Post engaging content online that reinforces your printed message.
Mahesh Advertising and Designing is a leading INS Accredited Advertising Agency based in Mumbai. MAD, has been in the Media Industry for the past 23 years.
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