Print Renaissance http://www.quocirca.com © 2013 Quocirca Ltd
study revealed that 56% found printedmarketing to be the most trustworthy of mediachannels. Whilst online communications can offerimmediacy, speed and efficiency, direct mail canhave the edge when it is optimised withpersonalisation, particularly when integrated withdigital channels.Businesses should therefore consider amultichannel approach that combines the best of both worlds
print and digital. By leveraging thepower and effectiveness of print, businesses cancreate engaging, relevant, targeted andresponse driven campaigns.
Let’s consider some
reasons why print still matters:
The tangibility of a printedpage engages more senses than anonline advertisement or email and carriesa sense of prestige with qualities that
t be replicated on screen. Paper has asense of permanence, until we decide tothrow it away, whilst whereas emails canbe deleted with a click and onlineadvertising easily blocked.
: Readers often trust the printedpage and a high quality piece of targetedand relevant print can have authority andconvey importance. Print is less intrusivethan online media and is often perceivedas more credible.
We are more engaged whenreading printed material
it demands thefull attention of the reader, avoiding thedist
ractions from the “always
world. Studies have shown that weabsorb and remember more informationwhen reading from paper than from ascreen, and we often tend to skim readinformation on screen.
Personalisation canbridge the gap between print and theonline world. For instance augmentedreality or placing PURLS (personal URLs)or QR codes, can enable a call to action,directing a consumer to a website orspecial landing page. This also allows abusiness to track the effectiveness of direct marketing campaigns.So how can businesses integrate their print anddigital marketing efforts? Many are adopting across-media strategy that brings together print,email, web pages and mobile marketing. Thismeans customising every document, web page,email or mobile message combined withintegrated reporting to track results and returnon investment.One approach is to look to external print serviceproviders, to help bridge the gap. Many areventuring into the world of cross-media,leveraging their digital print capabilities andexploiting the use of digital printing, variabledata printing (VDP) and customercommunications management (CCM) to delivercustomised communications across multiplechannels. Regardless of the channel, the abilityto deliver relevant messages relies on the qualityof customer data. So, ultimately, fororganisations to truly reap the benefits of cross-media marketing, data quality is absolutelycritical.Print is not dead
it is not even close toextinction. Although our interaction with print