Digital advertising could be gaining traction among Australian businesses, but studies show that consumers still respond better to print materials that promote products and services.
For instance, an Australian Post study revealed that 82 per cent of people check their post-boxes each day for mail. Most people open letters to know its contents, unlike email that likely gets deleted even before they open it.
Relevance of Print
Since print isn’t going away anytime soon, it means investing in resources such as a Roland printer ink or paper will not be meaningless. A good advertising strategy should get anyone’s attention, and it will not be successful without a tangible product.
Online advertising may save on printing costs and other expenses, but that additional spending could be a worthwhile investment. Consumers are likely to interact with ads that they can hold, which make it more personal. In this era of online connectivity, not everyone has turned their backs on personalised advertising, so combining them would be a better choice.
Online and Offline
Product catalogues are a perfect example of why businesses should integrate online advertising with printed materials. In 2012, the Australian Catalogue Association’s study showed that just 11 per cent of consumers read through online catalogues. Most people over 14 years old took the time to browse through booklets, flyers and other printed materials.
If you are aiming for a wider exposure of your brand, then using social media and online advertising campaigns seems the better and most cost-efficient choice. However, converting your pitch into sales has a better chance of success if your brand resonates with consumers. This only shows that print and online advertising go hand in hand.
The popularity of online advertising does not mean your business should trade it in over printed materials. By integrating print with online, you get to maximise the benefits that each form of media has to offer for your brand.