Communicating with customers using formats they love makes them more likely to pay attention. When it comes to marketing materials, that means sending more print. Over the years, numerous studies have highlighted the benefits of print marketing on human comprehension and learning. Information read in print is embedded more deeply in the brain, recalled more easily, and more accurately. But buyers don’t love print simply because they remember things better; they love it because it makes them feel good.
Benefits of Print Marketing
- Enjoyment and Relaxation:
First and foremost, consumers find hard-copy versions of books, magazines, and newspapers more enjoyable than electronic alternatives. Additionally, they see print as more relaxing to read than computer screens, e-readers, and even smartphones. - Health Concerns:
Furthermore, consumers are becoming increasingly aware of (and concerned about) the health effects of spending too much time on electronic devices. Health concerns about the overuse of digital media are growing, enhancing the “feel-good” factor of traditional printed materials, whether books, magazines, or direct mail.
Supporting Studies
One study from Two Sides/Toluna found that even several years ago, consumers were already starting to show signs of concern. The study found that consumers:
- Believed they spend too much time on electronic devices,
- Were concerned that the overuse of electronic devices could be damaging to their health, and
- Believed in the importance of “switching off” and reading more in print.
Moreover, these feelings have only amplified since the COVID-19 pandemic, with the time children spend staring at their screens up by 52%. As the number of news reports on the impact of over-digitalization on our culture rises, more and more consumers ask themselves, “Am I spending too much time on my screen, too?”
The Takeaway
In conclusion, if you love your customers, then love what they love. Digital communications have their place in the multichannel mix. However, when it comes to “feeling the love,” it’s still very much about print.
How ImageSet Can Help
At ImageSet, we specialize in creating impactful print marketing materials that resonate with your audience. Our experts can assist you in designing and producing high-quality printed products that will make a lasting impression.
Learn more about About ImageSet, explore our Services, contact us at info@imageset.com, or visit us on Facebook and LinkedIn.
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