Reasons To Use Print Media Advertising In Your Marketing Mix

There was a discussion recently on one of the advertisement online forums and the focus was on different options in print media advertising. Most of the participants felt drawn to the discussion since they felt that they needed to up their game in terms of non-traditional marketing. But if you take a moment and think….that print is non-traditional marketing, you can get the picture of where the world is today in terms of advertising. Below are few reasons why there is still life marketing via print.

Talk of blogging, IP targeting, web articles, social media and the likes have now become very traditional. While that is a fact we cannot afford to run away from, you must have also noticed that you are getting fewer print newsletters and magazines in your mail these days. With the declining number of mails, most customers are paying more attention to each piece they receive. Maybe they are just wondering ‘who still sends mail?’ But the fact is that they will want to find out what is this in this piece that has necessitated it to be sent via print. 

Studies have shown that about 64 percent of marketers of B2B often develop original content to retain customers and attract loyalty. Most of the digital marketing content fails to nurture customers once the decision to purchase has been made. This aspect alone makes print advertising an effective marketing strategy. 

Getting subscribers for magazines can be such an excruciating task. Publishers will expend substantial amounts of cash and time just to qualify subscribers. For the most part, these publishers will have to invest many dollars on every subscriber each year for purposes of auditing. From sending direct mail to making several calls, it is generally an expensive endeavor. Print media on the other hand does not have any costs related to developing an audience. 

All the craze about online content, iPad apps and social media has all become a norm in today’s marketing mix. But what will excite media buyers and marketers is something that is not being done in the market. You may choose to call it non-traditional, but the print channel is finally witnessing a rebirth. 

The truth is that getting someone to agree to an online story interview is not a walk in the park. But for a printed feature, even the most senior executives will reschedule their plans. In essence, while digital marketing is the in thing today, print media advertising is still handy in many ways.