American Marketing Association
Print in the Mix
Print is a major driver of online sales. Print is a powerful media…and its power is multiplied when used as part of a multi-channel campaign. Print enhances the impact of television, telemarketing, and the internet by providing an extra dimension that's warm, inviting, highly personalizable, and technologically savvy.
Studies show that print advertising drives consumers to online shopping. An iProspect study found that 67% of online searches are driven by offline messages, with 39% of shoppers ultimately making a purchase. Those shoppers who receive a direct mail piece directing them to an online site spend on average 13% more than those who do not receive a printed piece.Moreover, printed catalogs associated with online sites alone have been shown to boost online spending by 28%.
A study by Exact Target found that 76% of internet users surveyed have been directly influenced to purchase an item or service thanks to a direct mail piece. A United States Postal Service study identifies a $21 million difference in online sales per million site visitors between those who had received a catalog at their home address and those that had not. Households receiving print catalogs shop online more often, spend more meaningful time at retail websites, and are found to be twice as likely to make an online purchase.
Brand Awareness in the Digital Age
Consumers are more likely to learn about new brands, products, and services from print media (e.g., magazines and newspapers), television and online media (e.g., news site and blogs) rather than from social media channels, such as Facebook and Twitter. In addition, highly active smartphone owners, those who do six or more activities daily on mobile, are both subscribing to and reading more print materials than any of the other groups (smartphone or regular phone owners).
New Opportunities-New Vision
While online and mobile use continues to grow, marketers are acknowledging and voting with their dollars that print media is a vital component of the marketing mix. Print is an integral vehicle in cross media platforms, employing innovative technologies, including PURLS, QR codes, augmented reality, and intelligent print imaging, to bridge the gap between the real and digital worlds.