So, we do our best to block and avoid it. Here’s proof - in an international survey conducted by Two Sides, they found that 71% of US consumers do not pay attention to online advertisements, while 69% of respondents said they find online ads annoying. 66% even said that they can’t remember the last time they willingly clicked an online ad.
In a world of digital noise, print can make an impact. Print is a tried and true proven method of advertising that is more engaging and more personal than digital. In fact, 70% of Americans say that print mail is more personal than digital marketing on the Internet. Why struggle to make an impact in the same way as everyone else? Why not be different?
We are exposed to over 5,000 ads a day. 5,000! That’s a lot! Many of us look through our phones the second we wake up in the morning, which means before we do anything else in a given day, we are exposed to online marketing.
Paper-based (print) reading is associated with stronger transfer to long-term memory, recall, and overall comprehension. When we read something in print, whether it be an advertisement or an article, we are able to take the time to absorb the information presented, without being distracted by countless ads and other suggested articles. Research has even proven that we use different parts of the brain to take in information that we both see and feel.
Millennials are a big part of the market today. In fact, they make up over 75 million members of the population. A lot of our marketing efforts are geared towards them. Perhaps that’s why we’ve all gone digital. Millennials are known for constantly being on their phones and staying “connected.” So, digital marketing makes sense here, right? Wrong.
In a Quad Graphics study, 82% of Millennials said they would rather engage with retail print literature more than email. And in another Two Sides study, 69% of Americans - aged 18-24 years old – said they prefer to read print and paper communications rather than reading from a screen.
Millennials yearn for an emotional attachment to marketing – they’re much more likely to buy when they can connect with the brand. It’s proven that print provides more of an emotional attachment than digital marketing.
- Direct mail with digital ads yields a 28% high conversion rate.
- 44% of costumers visit a brand’s website after receiving direct mail marketing. That’s 10% more than people who visit a brand’s website after receiving an email.
- Marketing campaigns that used direct mail and 1 or more digital media experienced 118% lift in response rate compared to using direct mail only.