18 Feb Supply Chain Issues in the Paper Industry: Time to Ditch Print Advertising and Go All Digital?
There are real and troublesome supply chain issues that were caused by the arrival of COVID-19 into our lives, and which have affected almost every operational process, the paper industry being no exception. Printing vendors are experiencing difficulties in getting stock – quantity restrictions, manufacturing delays, a particular stock no longer being manufactured, shipping delays, and significant price increases.
Businesses that use print mediums to market and advertise their services are experiencing these delays and higher costs, two things that can affect their bottom line. So when a client recently said they were considering going “all digital”and stop using print advertising, I shared this information:
Print is still the most trusted medium among consumers when making a purchase decision.1 People buy from those they trust and credibility also increases loyalty.2
Touch plays a very important role in the decision-making process, a consumer’s perception and expectation of a product or service can be influenced by sensory information in a print ad.1 The consumer engages with print in a more in-depth manner. The sensory experience…improves the impact it has on consumers. In surveys, most people report they find it easier to read print media over digital content.2
Print advertisements allow more time for the consumer to consider their purchase, and appreciate it more than an impulsive purchase from a digital ad. Another interesting fact about time is that Gen Z demographic spends more time reading print newspapers and magazines without interruption than they do on social media, websites, and blogs.4
Print also promotes excellent recall value over time, which increases the likelihood of consumers taking action after initial exposure as well.2
Print media typically doesn’t disappear after generating an impression, so it offers repeated exposures. Additionally, consumers are more receptive to printed media because they aren’t distracted when exposed to it. Physical pieces hold a reader’s attention and are often reviewed multiple times.2
U.S. advertisers spend on average $167 per person on direct mail to earn $2,095 worth of goods sold. That’s a 1,300% return on investment.3
So, the best strategy is not to ditch print but to use it in conjunction with digital marketing to drive brand awareness and sales.
• 75% of consumers who received direct mail in tandem with emails recalled the brand associated; 44% were able to recall the brand who were sent only emails
• The USPS interviewed marketers who combined direct mail with their digital campaigns, this is what they said:
68% said it increased their website visits
63% said it increased their response rates
60% said it increased their return on investment
1. MarketingSherpa research
2. Navitor Team article
3. PrintIsBig.com, U.S. and worldwide industry statistics
4. MNI Targeted Media Inc. study