Marketers’ perception of which channels are most effective rarely matches reality. The truth is, magazines, newspapers and direct mail are increasingly underestimated by marketers.
Newspaper ads boost campaign ROI by a staggering 570%, with more than one in five direct mails triggering commercial action, and magazine ads generating £ 2.43 for every £ 1 invested. The statistics arguing for print media effectiveness are clear.
Brands that harness the power of the tangible to create impact, make an emotional connection and improve memory are a rising trend. After all, marketing and advertising are about big ideas. There is no shortage of those ideas in the print media space. Look no further than the Cannes Lions International Festival of Creativity, where a number of truly innovative print campaigns have won the highest accolades.
Peter Field: “We are being turned upside down and oversold on a unique digital future. We need to face reality and have a more fact-based view of what really drives effectiveness.”
In general, marketing campaigns are most effective when printed matter is used as part of an integrated approach. Research shows that adding print to the media mix increases campaign ROI and creates more confidence than it otherwise would.
Following the imminent launch of a brand new in-house project, we added a tangible promotion page in our quarterly magazine that links to the landing page of the new project.
This printing gave us results that we have not yet achieved online. We reached more than 1,000 people, of which just under 15% converted. When you know that the average online conversion for most sectors is around 3 to 5 percent, then you realize the power of printing.
