With the advent and ongoing proliferation of electronic media vs printed media, as a brand agency, we are very interested in the direct effectiveness of electronic vs print for our clients’ marketing and branding efforts. Here we address the current effectiveness of print design when used in any planned media campaign. These below statistics come from Printing Industries of America “Value of Print”.
Direct mail is still an important part of media campaigns
The primary raw materials for paper is trees which is a renewable resource. Today in the US, private Last year, 85% of consumers sorted through and read selected pieces of direct mail every day. 40% of consumers said that they have tried a new business after receiving direct mail. 73% of consumers prefer mail for receiving new product announcements or offers from companies they do business with as compared to 18% from email.
Printed mail does not cost more than digital advertising
76% of small business surveyed state that their ideal marketing mix is a combination of print and digital communications. In 2016, on average, a catalog sales lead costs $47.60 while email comes in at $53.85 per lead, and interestingly the response rate to direct mail on average has consistently been three times higher than email. Most importantly, nearly 90% of US consumers surveyed said that they prefer to receive direct mail in their mailbox vs their email inbox.
Print design can still yield greater returns
79% of total non-profit communication and gifts come through direct mail, only 10% online. 67% of online searches are driven by offline messages with 39%of shoppers making a purchase. Shoppers who receive a direct mail piece directing them to an online site spend an average of 13% more than those that did not receive a printed piece. Website supported by catalogs yield 1635 more revenue than those not supported by catalogs. 60% of merchants surveyed said that catalogs are their primary sales channel, websites come in second at 20%.
Mixing media is the best way to go
30% more dollars are spent by multimedia shoppers than single-medium shoppers. It’s all in the mix: 77% report regular use of search engines, 74% say they rely on print edition of magazines, 74% say they depend on e-newsletters related to their industry, while websites of professional publishers, associations, or others informing the industry came in at 55%.
At ID International, we strive to balance of each of our clients’ media needs within their industries and target audiences with both print and digital strategies. In the way, we are able to provide the greatest effectiveness for our clients’ investment dollars. Have questions? We’re ready. Contact us any time: www.identity-international.com
