True or False: As the world becomes more and more digitized, print media is becoming less and less relevant? This is false. Let us find out why.
A recent study conducted by Hatton Brown (a marketing research company) found out that print is still the driver in the advertising market place and key to increased sales. It is responsible for two thirds of a buyer's intent to make a purchase. Potential customers tend to trust and believe print media as compared to other forms of advertising.
So why does print still matter in the digital age?
1. Not everything can be digital, and it shouldn't be. 2. Physical touch is important, which means that a physical copy of something is worth more than a digital one. 3. It's usually hard to target a specific audience with digital media. 4. There’s just something credible about tangible text that can’t be replicated digitally.
Advantages of Print Publications
Print media advertising enhances engagement with potential customers. When a person picks up a flyer or any other print publication, they make the conscious decision to engage with the words and images on that page. Readers must physically look at the written material and make choices based on what they've seen or read.
Print media displays the highest level of performance when it comes to advertising. Publications such as receipt ads do generate high results across the four components of purchase; channel-ad awareness, message association, purchase intent and brand benevolence. Print allows potential customers to go through the whole purchase funnel process from initial brand contact to purchase intent.
Unlike internet or television ads that flash before your eyes and disappear, print publications stay on the page. Each time the reader looks at page where the ad is, they see the same thing. No other form of advertisement provides such longevity is a single investment.
Making the Most Out of Print Media
Listed below are some of the top strategies that you need to embrace when it comes to print media advertising.
1. Story-led-advertising: Businesses are moving away from traditional advertising to neatly crafted storytelling with the intent of capturing readers’ attention. This form of print not only resonates with your customers but also aligns with your brand.
2. Receipt advertising: Print media is no longer limited to flyers, magazines and newspapers; receipts are now seen as a great way to promote products and services. This type of advertising is cost-effective and repetitious. It also focuses on a steady and active customer base.
3. Targeted Placement: Businesses should avoid blasting readers by blindly placing content. If you want higher returns, you've got to target a specific audience. For example, if you are looking for opportunities to showcase ads on car rentals, you can opt for the idea of receipt advertising through parking tickets.
We can confidently conclude that as the world becomes more digitized, print media is becoming more and more relevant.
About the Author
leadperform Joined: January 12th, 2016 Articles Posted: 11
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