I’ve got a little quiz for the marketers out there: Why does your target audience love print on paper?
- It’s more pleasant to hold than a digital device
- Paper provides a more enjoyable reading experience than a screen
- Paper makes it easier to save, track and manage information
- Reading on a smartphone is too hard to be relaxing
“Our survey results confirm that, even in our increasingly digital society, a large majority of people see the benefits and value of print on paper. This not only includes leisure reading, but also critical tasks like managing finances,” says Two Sides’ Phil Riebel in this article in Printing Impressions.
Why do marketers need to know this? Because much of the information coming at them about advertising these days is skewed heavily toward digital, simply because that’s where people are spending a lot of their time. But to be of any real value to advertisers, we must all challenge that hype and realize that time spent on a channel does not determine ROI or effectiveness.
Need proof? Consider this: In the months since Proctor & Gamble dramatically reduced their digital ad spend, they increased their market reach by 10 percent.
For marketers and ad agencies, being armed with this kind of data can make them more successful at their jobs. To that end, Two Sides created a pretty awesome infographic that breaks down the reasons why people love print on paper – and why this love can translate significant ROI boosts for brands.
Consider the facts behind consumer preference when planning your next campaign. Maybe there’s room in your budget for a little more print?