People are online for an average of six hours and 42 minutes, says research conducted by HootSuite, though that probably comes as no shock to digital residents of the brand new world.
If you have a business, then you have undoubtedly invested in a digital strategy which can include creating an email marketing campaign, building a dynamic website, and working assiduously on your social media presence.
A question remains, however; is print marketing really over, or is there a way in which you can harness its power to set your business apart from your competitors?
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The Demand for Print
There is still a demand for printed materials, with around 56% of customers stating that print marketing is the most trustworthy type of marketing. Around 79% of homeowners read printed ads.
Most interestingly to those who think millennial-aged customers and younger aren’t into print at all, is the fact that 92% of young shoppers say they prefer printed mail when it comes to making a decision to buy something.
One reason might have to do with visual clarity and appeal. Around 53% of web traffic worldwide came from mobile users in 2019, and this trend is predicted to increase.
As reported by Clash Graphics, readers prefer to view larger graphics and text, especially when these are presented in an appealing manner and printed on quality paper.
Moreover, printed information lends itself to a host of formats – including flyers and brochures, stickers, and invitations, all of which can serve very specific purposes for companies.
Printed magazines, brochures, and catalogues not only have nostalgic appeal, but they also suit luxury sectors particularly well.
Thus, many sectors continue to rely heavily on this marketing tool – especially the real estate sector, which often targets luxury homes to high-end buyers and seeks to impress them with stunning imagery of villas and high-end penthouse apartments.
Other industries that lend themselves well to print include luxury hotels, plastic surgeons, décor and design businesses, and of course, the clothing industry. Retail Dive recently reported that consumers still spend an average of about $850 per year on catalogue purchases and just a few stores and brands that continue to rely on printed catalogues include JCPenney, Everlane, and Lafayette.
Even Amazon is apparently working on the launch of a catalogue of toys.
People may spend hours a day on their tablets and desktop computers, but that doesn’t mean that they don’t continue to yearn for the tactile sensation that only printed material can provide.
Print is particularly interesting in sectors in which high-end marketing materials are expected – including the real estate and luxury tourism sectors.
Print is also the most trusted material available and for many customers, nothing beats sitting on their favorite chair, sipping on a cup of coffee and tea, and checking out the latest fashions on their catalogue of choice.