We’ve touched on many reasons why print advertising is still as important as ever, even in the age where digital marketing seems to be the primary concern. No matter how excellent your banner ad looks or how many shares a post gets on Facebook, though, print marketing remains one of the most lucrative and pervasive ways to draw customers to your business or service.
The Issue of Oversaturation in Digital Marketing
Quartz Media released a chart in 2014 that the average American adult spent around 7.4 hours a day staring at screens. As careers and home life become more screen obsessed with time, we can only expect that number to increase. Think about your own career- How many hours a day are you reading emails and creating documents? Add that to the time you spend with screens, from televisions to cell phones, when you’re away from work.
Now, consider how often you scroll past emails offering you big savings at a department store or 20% off a pizza from a local restaurant. It’s likely that advertising emails aren’t even opened. They just make up another piece of the thousands of pieces of mail in your inbox. When we spend all day looking at screens, constantly bombarded with advertisements and promotions, nothing stands out.
Simply put, without taking a two-fold approach to advertising, you’re doing very little to penetrate an oversaturated market.
Print is Still King
One of the best ways to get into the homes and hearts of your potential clients is to approach marketing with print in mind. Those clients who are dedicated to reducing their screen time at home are very likely to completely miss digital emails and advertisements, but they are certainly not going to miss their mailbox. Providing print advertising is a tangible, interesting way to reach customers, as it can appeal to all 5 senses, whereas digital marketing can only appeal to one or two.
Consider a perfume advertisement. Are you more likely to purchase the perfume when you see a commercial or when you can smell and sample the perfume? Most will say that the latter is more convincing. A commercial or email simply won’t attract customers interested in your product the way that a tangible object can.
If you’re interested in testing out this theory, contact Dollars & Sense, the Twin Cities’ premier print and digital marketing magazine, making coupons available to 1 million households in the Minneapolis- St. Paul area.