Image by Gerhard G. from Pixabay

By Henry Brown

From time to time, companies will consider using print advertising to supplement their digital marketing campaigns. But many don’t really understand the reasons why they should be doing so.

They get that they should “diversify” their campaigns to reach a “broader” audience. But if you actually ask them about the benefits of sending out pamphlets in the mail, most won’t be able to give you a rigorous answer.

This article helps to set the record straight on print advertising. It highlights some of the benefits that you can expect, and the concrete reasons why marketers are still using it today, even with digital marketing taking the world by storm.

Print readers have longer sttention dpans

Some scary statistics are floating around the internet suggesting that the average person has an attention span of about twelve seconds (or perhaps just eight, depending on the recency of the source). But it turns out that those figures primarily relate to online audiences. People who read print media are likely to imbibe much more information.

Experienced marketers know this, which is why so many of them still advertise in magazines, newspapers, and leaflets. They know that presenting information in a physical format captures attention for longer, making it easier for them to get their messages across.

Unplugging is popular

Just a few years ago, the idea that a consumer might “unhook” themselves from the internet for reasons of sanity seemed a little far-fetched. After all, the internet was just a big encyclopedia they could use to find information. It was no more intrusive than the average library.

But today, it’s a different experience. Social media is dominating people’s lives, and many are yearning for a simpler, less connected time.

Because “unplugging” from the Matrix is in fashion right now, it is giving brands a compelling reason to rethink their print advertising strategy. If consumers are actively shirking the digital experience, then perhaps they will be more willing to embrace the physical instead.

Print ads offer flexibility

Just like digital advertising campaigns, print ads offer a high degree of flexibility. You can learn more here about the specifics, but don’t underestimate your options.

You can, for instance, choose the particular circulations you want to target. Perhaps you know that your audience consumes a particular newspaper or magazine.

You can also rent out space you need by the inch. If a quarter-page is all you need, then you can choose that instead of a full two-page spread.

Print ads make people want to convert

The number of ads online is so high now that the average person has learned to zone them out, even if they could be beneficial to their lives. That’s not always the case for print ads. Readers will usually consider them for longer, allowing you to more effectively communicate your marketing message.

There’s data to back this up too. For instance, the Nielsen Global trust found that around 65 percent of newspaper readers took some sort of action after viewing an advertisement for a brand in their local paper.

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Henry Brown is an online marketing executive. When he isn’t talking shop, he’s roaming the streets of London, uncovering the extra-ordinary in the ordinary.