While digital marketing often takes centre stage in many campaigns, you would be forgiven for believing traditional marketing is a thing of the past. Scrolling social media and clearing endless promotional emails often dominates our daily lives, but with an average attention span of less than 9 seconds, you may want to look a little wider than the technological world.
Have you ever been stuck in the underground with no signal? Or tucked away in the corner of an event, trying your best not to look at your phone? Digital marketing only reaches you when looking at a device, traditional marketing reaches you anywhere, in places where digital simply can’t touch.
When creating an omnichannel strategy, every touchpoint is considered, working to transition viewers through the marketing funnel. This blog may just convince you that print marketing never really disappeared and may just be the final touchpoint your campaigns are crying out for.
The benefits of print marketing Content:
Social media is amongst the top runners for the most popular, and most invested in marketing channels in 2024. However, our social media channels are also said to be the least reliable, which I’m sure won’t come as a surprise to you amongst the growing spread of misinformation and dishonesty by influencers.
In contrast, print media manages to cut through the noise of the digital media clogging your feeds, and creates a sense of trust and credibility over time.
Here’s just a few benefits of print marketing:
- MarketingSherpa reports that more than half of consumers often or always read print advertisements that they receive in the mail from companies they are satisfied with.
- The same survey found that the top five most trusted advertising formats are all traditional. Most mail is interacted with between 3 and 5 times, and it’s not uncommon for consumers to retain mail for over a month.
- Consumers say they prefer physical documents for content that is sensitive or of a personal nature. And four times as many people associate scams with digital compared to physical mail.
- All in all, a whopping 95% of physical mail is engaged with.
- And, finally, 87% describe mail as ‘believable’.
So, you’ve been convinced you need to bring print media back into your strategy, but how do you ensure it works cohesively with the rest of your campaign?
Here’s three things that goes go through my mind as a campaign designer.
3 ways you can take your print marketing to the next level:
1. Get nerdy about your data: Data is any marketer’s best friend. If you’ve got it, use it. It’s not just digital that can target individuals. Provide us with a sample of your data, and we’ll analyse your audience’s demographics and provide a collection of new contacts that match the ‘ideal’ customer you’re aiming to find. Scary!
That means we can ensure your campaign is being seen by the *right* people across every touchpoint in your campaign. That’s print, TV and social media, just to name a few.
You can even use the data analysis to narrow down and target a specified audience across digital too!
2. The word ‘phygital’ refers to the combination, or better than that, the seamless collaboration of physical and digital marketing.
According to MarketReach, campaigns with physical mail in the mix are 52% more likely to report ROI benefits. CRM systems such as Mailchimp (and other similar platforms) can aid a more integrated, cross-channel approach using a user’s online behaviours to create personalised direct mail based on a their online behaviours, in as little as 24 hours.
3. Physical is now trackable thanks to dynamic QR codes, trackable URLs and of course, our trusted friend, Google Analytics. You can see it, touch it, connect with it, and now, track it!
For an example of where our work has excelled, dive into the world of hearing in our recent campaign for local audiologists, The Hearing Care Centre; a traditional TV campaign in which 17,200 leaflets were delivered to homes in the local area, and resulted in a 30% increase in revenue when working synonymously with other marketing efforts.
How can redPepper help?
Whether you’re aiming to raise awareness, acquire new customers, or reignite engagement, mail delivers effective results. We’re looking forward to helping you get your brand seen. Book a meeting with our Strategists, Michelle and Ginny, or Campaign Manager, Erin, to develop your next campaign.
