Over the past decade, digital marketing has become the new standard for advertising in many ways – and for good reason. Digital marketing is easily accessible to any business with any budget, and it can be effective at driving impressive results.
However, things are starting to change again, and we’ve recently noticed more brands returning to traditional advertising methods. There’s a reason print marketing has been around for hundreds of years: it has remained one of the most powerful ways to communicate with a specific audience. Keep reading to discover why businesses are reinvesting in print ads and how you can combine them with digital media to create more successful campaigns.
Digital Fatigue
It’s no secret that technology has infiltrated nearly every aspect of our lives. As more of our day-to-day activities revolved around computers and smartphones, it made sense that digital marketing rose to meet consumers where they spent most of their time. But now, after years of increasing screen time and a pandemic that left people craving physical connection, many consumers have grown tired of digital connections. According to Hubspot, 57% of survey participants were frustrated with ads that played before a video they tried to watch.
On the other hand, more than 50% of all consumers always or often open print ads they receive in the mail, according to MarketingSherpa. For many people, print media has become a more enjoyable experience because it doesn’t interrupt their daily activities and feels more authentic compared to the digital clutter. Instead, it presents a refreshing, tactile offer that may remain in the consumer’s home (and on their mind) for much longer than a 15-second video clip.
Retiring Third-Party Cookies
Perhaps the biggest push toward print and traditional advertising has been the changing landscape around third-party cookies. Third-party cookies have been fundamental in allowing digital marketers to track user activity and rigorously measure results of their campaigns. But with recent privacy changes from Google and other platforms, it’s become much harder for brands to access the same detailed analytics. By next year, third-party cookies will be blocked by all major search engines.
Without this valuable data, more companies are choosing to invest instead in traditional advertising methods that can offer increased reach and engagement. You may also be surprised to learn that your business can still generate accurate tracking information through print marketing, as well. Simply include a unique coupon code or a link to a specific landing page to directly track redemptions and measure the effectiveness of your new print marketing materials.
Better ROI
In addition to higher engagement and attention, print and other traditional ads can also offer improved return on investment. Decreased competition for traditional advertising, particularly print campaigns, has led to lower overall costs, while also making it easier to cut through the clutter in the mailbox and grab consumers’ attention. According to the Direct Marketing Association, the response rate for direct mail is up to 30 times higher than digital marketing methods. Additionally, a study sponsored by the US Post Office found people who viewed physical advertisements experienced more excitement and reported higher desirability for a product compared to people who viewed digital versions of the ads.
If you’re interested in kicking off a print campaign for your own brand, consider working with a printing company to take advantage of their expertise. We handle direct mail marketing pieces all the time, and we can take your plan all the way from initial idea to a final product delivered in your audience’s mailboxes. To get started, send us a message or contact a trusted local printer in your own area.