5 Ways That Local Print Advertising Still Beats Digital
Digital marketing has emerged as the leading method of advertising, pushing print marketing to the sidelines for many local businesses. According to research by Gartner, the average business now allocates just 28% of its marketing budget to traditional channels. While the shift is not surprising, it reflects the changes many companies have made with the increased accessibility and reach of online marketing.
However, many local business owners may not realize that print advertising still plays a valuable role in successful marketing strategies. While digital ads certainly have their benefits, print advertising has several ways it can positively affect marketing efforts that digital methods simply can’t match. Some of these advantages are straightforward, while others are less obvious.
If you’re looking to take your advertising strategy to the next level, check out these five key ways that print marketing still outperforms digital methods.
1. Trustworthiness
Fostering a connection with the community is paramount for local businesses. Strong relationships can be powerful tools to enhance marketing efforts, but trust must be established before community members are willing to engage with a business. While digital advertisements are a great way to spread awareness far and wide, print marketing builds trust much more efficiently.
According to Electro IQ, 56% of consumers consider print marketing to be more trustworthy than any other type of advertisement. Several factors contribute to this perception, including the more personal nature of how print materials are distributed.
While the internet can reach nearly every demographic, print media is often consumed by specific, targeted groups of people. As a result, the ads feel more personal and relevant to the reader, which leads to more follow-through and action. Print ads also provide a sense of legitimacy to local businesses, increasing the attention and engagement with the advertisement.
2. Viewership
Building trust opens the door to greater ad engagement that digital media often can’t replicate. Marketing Dive found that only 9% of digital ads exceed one second of viewership and just 4% surpass two seconds.
In contrast, Marketing Week reports that 75% of readers view print ads for an average of 2.2 seconds. This longer engagement not only boosts retention but also provides more time to convey detailed information.
How this opportunity is used depends on the nature of the product or service and the intention of the ad. Including elements like business address, phone number, store hours and customer testimonials are just a few effective ways to maximize a print ad that not all digital ads can match.
3. Comprehension
It’s no surprise that people are more likely to engage with content they can easily comprehend. This is another area where print ads have a significant leg up over digital. A study by Two Sides North America found that, “Direct mail requires 21% less cognitive effort to process than digital media.”
This is important because readers are more likely to understand the information and intent of an ad, which helps maximize the effectiveness of a marketing campaign. When an ad is placed in a local magazine, every reader is valuable, and presenting easily digestible information can extend the ad’s impact.
This also leads to another key reason print marketing beats digital, and that’s stronger brand recall.
4. Brand Recall Rate
Before achieving the ultimate goal of making a sale, an advertisement must resonate with consumers enough to become memorable. After all, presenting a product or service that sparks interest is a critical step, but it becomes irrelevant if the consumer chooses to do business with a competitor.
This is another area where digital can’t keep up with print marketing. According to the study by Two Sides North America, consumers recalled the brand from a print ad at a rate 70% higher than from a digital ad.
Several factors contribute to this advantage, perhaps none more impactful than the longevity of print. Per Linemark, consumers keep print ads for an average of 17 days. While digital ads may reach a broader audience, print ads tend to stick around longer and are more likely to be revisited after the initial impression.
5. Action
All of these factors show why print remains valuable, but it means nothing without the reader taking action and making a purchase. Fortunately, print ads still excel in that area as well. Southern California News Group revealed that print ads have a 20% higher response rate than digital ads.
This stems from all of the reasons previously discussed. A trustworthy, easy-to-understand ad leads to increased viewership and brand recognition, which ultimately results in readers becoming customers.
Not only do print ads boast a higher response rate than digital, but they also generate a 112% return on investment, according to Neyenesch. At this point, the advantages of print are obvious, but that doesn’t mean a business should rely solely on physical ads to drive sales.
Combining Print With Digital
Print and digital marketing campaigns each have their areas in which they excel. That’s why implementing an advertising approach that uses both is essential to local business success. Neyenesch found that, “Campaigns that integrate print and digital see response rates increase by up to 400%.”
This boost is largely due to the common marketing principle known as the “Rule of 7,” which suggests that a potential customer needs to see a brand at least seven times before taking action. Combining print and digital is not only the fastest way to reach that goal, but it is also more effective.
While print tends to resonate more deeply with readers and offers higher brand recall, digital ads can appear more frequently and are easier to distribute. Together, they form the most powerful and well-rounded marketing strategy for any business.
How Best Version Media Can Fulfill Your Marketing Needs
Best Version Media offers local businesses a comprehensive marketing strategy through print, digital and online presence advertising solutions all from one easy-to-use dashboard. For nearly two decades, BVM has helped businesses grow within their communities and make the most of their marketing budgets.
Contact BVM today and start growing your business.
