What do people prefer – Reading Online Vs Reading Print? In today’s digital world we are constantly being told that print is dead and everyone wants their information in digital format. Whilst we are not disputing that some people prefer digital to print – print is far from dead. Understanding consumer preferences is key to planning your marketing campaign and to make the most of your budget.
Using digital channels alone might lead to missed opportunities, not only if you are trying to reach a demographic that spends less time online i.e. 65+, but because they consumers may not retain the information as well.
People Pay More Attention to Print
When online, we are continuously exposed to adverts, but how often do you really take notice of them? Research shows that people pay more attention to adverts in print, so when people sort and read their snail mail everyday there is a real opportunity to get your message across with a Direct Mail campaign.
84% of People Retain Printed Words Better
Putting a physical message in front of your audience has real benefits. You have a far higher chance of the advert remaining in the person’s home and them coming across it again or putting it aside for the future. According to the Two Side Literacy and Learning Survey, 84% of people said they retain information better when they read printed words so you are more likely to see a return on investment through printed documents.
Print is Tangible
Print advertising provides a brand with tangibility. Buying online can be daunting, in particular for older consumers and requires a degree of trust. Having printed marketing materials bridges that gap to the physical shop, helping cement an idea of permanence and reliability.
It is important to utilise all the channels however, connecting with your audience on as many platforms as you can will increase brand awareness and develop your customer touch-points.
Print offers Different Opportunities
Print media offers a varied landscape of advertising opportunities from newspapers, magazines, direct mail, flyers, brochures, leaflets and catalogues. Whilst digital marketing methods are great, sometime you just can’t beat the look and feel of print media, for example thumbing your favourite retailers catalogue feels more luxurious than navigating your way around their website.
We run our factory around the clock to ensure we offer unbeatable service. To find out what Lemon Press can do for you, call us on 01527 510262 or email info@nulllemonpress.co.uk
