Paper Marketing vs. Digital: How Paper Beats Online Ads
Because we get the majority of our data from cell phones, computers, and tablets, digital marketing seems to run the advertising world. However, the advent of digital ads do not mean paper marketing has no power. In fact, paper marketing actually has several advantages over digital.
Here are many benefits of paper vs. digital marketing.
Tangibility immediately creates a stronger psychological response in the reviewer than digital can. It triggers brain activities in areas tied to value and desire. More interesting textures such as foil and varnish or type of paper can also heighten a sense of ownership.
Engages Other Senses
For example: paper rustles, engaging sound, and can carry its own scent to stimulate memory later. Also, touch marketing uses textures and various finishes to engage this sense for a company’s benefit. Thus, the brain will automatically interpret paper marketing as more “real” and give it greater meaning. Paper marketing will also be better connected to memory by using these senses.
Memory and Recall
A study performed by neuromarketing firm TrueImpact proved that physical marketing better engages memory. When naming a brand, the participants who had seen the paper marketing for that company had 75% recall rather than 44% from the subjects who had seen a digital ad.
Paper and physical marketing has a higher review time than digital marketing. Hanging onto a postcard or catalog stimulates the brain, and if the content is engaging, it will be harder for the recipient to pull away.
Also, paper has the benefit of not being as obnoxious as many pop-up video or audio ads. These can make a viewer close them down as quickly as they appear on-screen. Handling paper won’t make a reader want to put it down just because the colors are too bright.
Boosting Other Media
Combine print ads with television or digital advertisements during a campaign. People will be better able to recall these other messages if exposed to a postcard or newspaper ad as well. They will also be able to associate your brand better between the messages.
The Best of Both Worlds
Though print marketing may be most effective for your business, don’t neglect your digital advertisements just yet. Using print ads effectively for brand marketing and strengthening memory will ramp up your digital sales. Many viewers will hang onto a catalog or card more, but place the order on their computer or mobile phone. They’ll also use their devices to search for items or deals not included on the paper marketing. Paper and physical marketing can do more for your brand and business than you might expect, if you only let it.
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