Every day, the world of digital expands its reach, with the latest study clocking the average adult’s screen time at about 24 hours (one full day) per week. It’s easy to assume that with a greater digital landscape comes greater marketing success, but neuroscience has proven otherwise. The latest research shows that both mail and print media cut through the noise of digital – delivering a tangible, engaging and effective message.
MarketReach conducted a study involving 114 participants ranging from age 18 to 70, evenly split by gender. Their goal was to determine the best medium for not only delivering a brand message, but for consumers to remember and engage with that message, potentially increasing purchase intent. Here’s what they discovered:
Print Mail is 49% More Memorable.
When compared to email and social media advertising, print mail results in the highest brain response. It scored as 49% more memorable than email and 35% more memorable than social media.
Print Media is 35% More Engaging
than email and 35% more so than social media advertising.
Print Makes 70% of Consumers Feel Appreciated.
Printed materials convey value; 70% of consumers say that it is mail rather than email that makes them feel appreciated and gives them an overall better impression of the company that sent it.
Marketing dollars are among the most important in any business’s budget. So it’s important to invest those dollars wisely. Research shows that sustained advertising results in increased profits and sales response. On the other hand, short-term advertising does not yield consistent changes in profits.
What is sustained advertising? It’s a long-term marketing campaign that maintains your brand’s distinct image and presence within your target audience. Sustained advertising continues month after month, building recognition and trust in your brand through repetition.
Monthly community magazines like East Fishkill Living enable you reap the benefits of consistent, reliable, top-of-mind marketing. By getting your advertisement in front of potential customers every month, you build familiarity through repetition. The more often your ad reaches consumers, the clearer and more effective your message will be. Through readers may not need your services this month, by the time they receive the magazine next month, you could be just who they’re looking for.
Local business owners have the advantage of living in the community that you serve. Because of this, they can stand apart from national chains. People trust the business professionals they see and hear from regularly.
For more ideas on building a sustained campaign, contact us.
Jeanne partners with Best Version Media (BVM), one of the fastest-growing private publishing companies in North America, to produce East Fishkill Living, her hometown monthly magazine, and works with colleagues on a number of similar glossy publications around the Hudson Valley, Westchester County, Rockland County and Connecticut. If you have target audiences in those areas, contact Jeanne to learn more. Thanks to BVM for portions of this content.