Infographic: The value of print in today’s marketing
It might be expensive to produce tree-based materials, but there’s
science behind the effectiveness of tangible pieces.
By Robby Brumberg | Posted: August 24, 2017
Marketing, like a healthy diet, requires variety and balance.
Digital efforts constitute the main course of our current marketing diet,
but
Vistaprint Corporate’s infographic reminds us that a sensible portion of print still deserves room on our
plates.
Print is expensive, but it has science-backed advantages over online
content. The infographic cites research that print pieces top digital ads
in cognitive categories such as review time, emotional reaction, memory
retention and perceived value.
Print advertisements are also easy on the brain. The graphic says print
materials garner “70 percent higher recall” and that it takes “21 percent
less cognitive effort” to process print pieces.
[EVENT: Brand Storytelling and Content Marketing Conference at The Coca-Cola Company]
In addition, print scores points for response and open rates. The
infographic cites a study that found direct-mail pieces enjoyed a 37
percent higher open rate than emails. Postcards received a 4.25 percent
response rate, compared with 0.1 percent for email.
Digital marketing is the present and future, but print remains
effective—almost 600 years on from Mr. Gutenberg’s transformative
invention.
Check out the infographic below to learn more about why we shouldn’t quit
print.
