We are connected anytime, anywhere, and spend countless hours online. The internet is the place to be, especially for advertisers. Yet we sometimes forget how effective print media can be. Because let there be no doubt: paper communication is the perfect complement to all that digital noise you unleash on your target audience.
The way your brand communicates largely determines how people will experience it. In that respect, print media has a significant advantage. Unlike digital media, print media appeals to multiple senses: you can not only admire printed matter visually, but also feel it and even smell and hear it. For that reason alone, it is a great way to bring your brand closer to your target audience. Tangible printed matter evokes much more, which means your message will stick around for much longer.
Do you sell high-value products such as cars, kitchens or designer furniture? Then high-quality printing can further emphasise their valuable nature. People often take more time to decide whether to purchase such products. A well-designed brochure or catalogue not only underlines the value of your car or interior design item, it also effectively convinces people to make the purchase.
Strong printed matter sets you apart from the competition. The right combination of paper, binding method, shape, finish and, last but not least, your concept, creates a unique and eye-catching piece of communication that is guaranteed to get noticed.
Unlike digital media, paper is less intrusive. What’s more, paper communications invite people to pick them up and look at them. That is precisely the great strength of printed matter: it often passes effortlessly from hand to hand. People take your brochure out of their letterbox, leaf through it, put it back on the table, and someone else picks it up a little later… Before you know it, it has been viewed, screened or read several times.
One of the great strengths of digital marketing is that you can reach your target audience quickly and very specifically. However, this is also one of its weaknesses. People nowadays find the deluge of online advertising extremely annoying. Many messages are therefore deliberately ignored. What’s more, information on the internet is usually served up in bite-sized chunks of text. This makes it nice and easy for you, that’s for sure. But have you noticed that it also makes you much more easily distracted?
It has been proven time and again that people who read printed texts remain focused for longer. This makes them much more engaged with the subject matter. In other words, print media increases the attention paid to your message. For this reason alone, you should integrate paper into your marketing mix.
Media channels can vary greatly in terms of use and perception, which affects how advertisements are experienced. Social media, for example, has a high entertainment value. Facebook and Instagram are ideal tools for generating brand awareness in an efficient and relatively affordable way. However, many users see these channels as non-committal. There is little engagement, which means that advertisements can quickly come across as intrusive.
Print media can be used in a much more targeted way. People who dive into a newspaper or magazine do so with a very conscious purpose: they want to be informed, relax, find inspiration, you name it.
The Media Experience Survey of July 2020 even shows that print media scores better with advertisers compared to other media channels such as social media, television and radio.
Not every platform is suitable for advertising. People generally find advertising on social media, apps and streaming services annoying and even disruptive, because it distracts attention from what really matters. A study by Sapio Research shows that 69% of people simply ignore online advertisements if they do not fit the context of the platform. In addition, many users are concerned about their privacy when online advertisements appear.
This phenomenon does not occur with print media. People are much more receptive to advertising messages on paper, precisely because the information often fits better with the context of the medium itself. As a reader, you feel more at ease and can easily decide for yourself whether to view or bypass advertisements. The same applies to outdoor advertising, which people are happy to pay attention to, according to the same study.
Laat hier je gegevens achter. Doorgaans beantwoorden wij je vraag binnen 24 uur.
Na je aanvraag nemen wij contact op om je aanvraag te bespreken.
