Print Ads Convert More Customers
Believe it or not, print advertisements have a significant impact on converting prospects to customers. Nearly 80% of consumers act on direct printed mail advertisements compared to 45% of consumers that act on electronic advertisements.
A Penn State study confirmed the power of print advertising by testing the memories of participants that read print and electronic advertisements.
So, if you’re wondering whether print is right for your business, the bottom line is that printed ads have much more influence on our buying decisions than electronic advertisements.
Print Offers Strong Audience Demographic Targeting
Successful small businesses break down their loyal customer base by demographics. After learning the primary demographics of their customers, business operators target the demographic base by placing printed ads in publications bought by the target audience.
For example, dog lovers that want to purchase healthy food for their canine friends are more likely to find the right brand via a publication such as Dog Fancy than by receiving an email blast from an online marketing agency.
People subscribe to magazines and read physical content in order to learn new skills or indulge in a personal passion. The advertising is all part of the experience.
And when used in conjunction with highly-targeted digital campaigns (and I’ll get to this in just a minute), you can increase the number of potential touches and touch points your customers have with your brand, thus increasing their likelihood to purchase.
Print Advertising Is The Best Way To Build Trust
Most consumers understand the Internet is rife with fake advertising at best, and grossly misleading marketing campaigns at worst. Because of the dubious reputation of online ads, print advertisements remain the most trusted source of marketing information.
Print advertising is more trustworthy than digital
Print advertisements never include pop-up screens that promote unseemly products and services. The straightforward printed method for promoting your products and services builds credibility, which is the first step towards establishing the trust required for customers to take action.
People Interact And Engage With Print Differently
There’s something to be said about the power of paper. According to a recent study, print ads activate different parts of the brain than digital ads, and viewing them “involves more emotional processing, which is important for memory and brand associations.”
print vs digital Image Source: Neuromarketing.com
In layman’s terms?
People have an easier time recalling ads that were experienced in the print format. On top of that, the study uncovered that people place a higher subconscious value on products and services that they’ve seen advertised in print.
Print Bolsters Electronic Advertising
We do not recommend choosing one advertising medium over another advertising medium. In fact, we believe print advertising makes online advertising much more effective.