Businesses are beginning to wake up to the power of print in combination with online advertising channels (social media, websites, e-mails) as an effective form of marketing. Many are unaware that advertising combining digital and print together saw a 25% higher response rate than campaigns that used digital marketing alone.
Power of Print
One of the key benefits as it relates to the power of print is the personalisation that one can achieve with this method of advertising. This is an essential reason for the success print has been able to achieve; when customers feel they are being personally spoken to by a particular brand, it has massively positive repercussions for retention and engagement.
It’s important to note that multiple studies have been conducted here to demonstrate which form of advertising is king above all. The results? Print is substantially more trustworthy, reliable, effective and hassle-free as compared to digital marketing. In a vast survey conducted by Marketing Sherpa on which type of advertising channel is most trusted by the public, print came out on top with a whopping 82%!
When you consider the personalised nature that can be taken with any form of print, it should come as no surprise that printed physical advertising also leads to a stronger emotional response amongst the general public. Having something which can be held, touched, and physically handled has been shown to make a substantial difference in the effectiveness of advertising; the results speak for themselves – personalisation impressively boosts response rates by 50%!
Targeting
Personalised print can be as simple as targeting people from a specific area or demographic, something that is much easier to achieve with print as compared to digital. Since people who are elderly or suffer with visual disabilities struggle to access digital forms of marketing, personalised print provides an effective and easy-to-use way of reaching these demographics.
Personalisation can be also seen as targeting specific customer bases; for example, if you were a car dealership, you might want to target a consumer of a particular car brand of yours. If you were a university, you might want to target students from a particular area or school. By increasing the specific nature of targeting as it relates to your customer base you can drastically propel interest in your business to unrivalled levels.
Specialisation
Selecting offers and deals specific to each customer can also be seen as an effective form of personalisation. When people see a certain discount or deal that speaks to them personally, this is something that instantly grabs their attention. They are going to be far more likely to carry on reading whatever you have written on your advertisement if this opening statement catches their attention.
When you think of the additional digital noise that goes along with online advertisement – from pop-ups, virus risks, flashing banners and ads, notifications and auto-play videos – it makes sense that many consumers, when surveyed, rate forms of digital advertising so lowly as compared to print. Adding a personalised element to this already advantageous position only increases your chances of successfully retaining and gaining customers.
So whether you’re a business looking to build an entirely new customer base or retain an established one, choose personalised print as a way to revolutionise your marketing approach today!
Alpha Response are direct marketing specialists offering expert Printing, Mailing and Integrated services in and around Gloucestershire.
If you’d like to know a bit more about how we can help you turn your transactional documentation into highly efficient marketing tools, then take a look at our website www.alpharesponse.ltd or give us a call on 03300 563 980 – we’d be happy to help!
