print advertising

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.

Touch

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.

Time

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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Which one lands the biggest catch? Print vs Digital Advertising

It may seem obvious, but print and digital advertising are very different. Why make the distinction? Because businesses need to understand that they each come with a unique set of advantages.

Print

Print advertising is similar to fishing with a fishing pole. You find a place you’re fairly confident will attract a few fish; plop the bait into the water and wait to see if you’ll get any bites. There may be a lot of fish that see that tasty bait, but only a few that seize it. At the end of the day, all of your patience may only get you a few fish, but that’s the risk you take when you fish with bait.

Print ads are like your bait. You put them in a high traffic area and hope it will inspire your audience to act. The right ads will get a good response, and most print ads do because people like the gentle enticing’s of print advertising.

While digital ads are invasive and inconvenient, print ads gently guide your audience to the product or service. They are most effective in and around stores where they can capitalize on impulse buyers who jump at a good offer.

Digital

Now imagine you have a net, and you’ve found a school of fish. You lower your net into the water and start to pull up a massive catch. You’re certain that you’ve caught them all, but as the net breaks the surface, you realize that you only have a fraction of what you predicted. You didn’t realize that most of the fish avoided the net in the first place, and then more than half of the fish in the net escaped as you were heaving them out of the water.

Digital advertising can bring in a lot of new business, but new customers can be elusive. Like fish dodging a net, many online advertisements are ignored. Those that do click on the advertisement may still change their mind, but there are always at least a few who end up making a purchase.

What kind of fish do you want to catch?

With digital advertising you will almost always make a sale. It may be just a few, but the statistics are in your favor. Print advertising cannot compete with the masses online, but when it does lead to a sale, those new customers are typically more loyal to that business.

Which one lands the biggest catch? That’s really not up to us to decide. It can vary from business to business. If you need help developing a print or digital advertising strategy, contact us at Divvy.