In today’s digital-first world, it’s easy to underestimate the staying power of print media. However, businesses that rely solely on digital platforms may be missing out on the unique advantages that physical media offers. Print media delivers an unmatched sensory experience and has proven its ability to foster deeper connections with consumers. Its continued relevance is evident in several key areas, including consumer trust, brand recall, and engagement rates.
1. Print Media Commands Higher Trust
One of print’s most compelling strengths is the high level of trust it commands. A study by MarketingSherpa found that 82% of consumers trust print ads more than any other advertising medium. This trust factor stems from the physical, tangible nature of print, which consumers perceive as more reliable and credible.
Example: IKEA’s catalog is a prime example of how trust in print drives results. In 2020, despite an expanding online presence, IKEA printed over 40 million catalogs globally. The catalog helped the brand build trust with customers, offering a tangible, in-home shopping experience that couldn’t be duplicated online.
2. Print Improves Brand Recall
Another significant advantage of print is its improved brand recall. According to True Impact Marketing, consumers are 70% more likely to remember a brand they encounter in print than one they see in a digital ad. The physical interaction with printed materials, such as brochures or business cards, engages multiple senses, creating a stronger memory link.
Example: Coca-Cola’s branded packaging and printed advertisements are iconic examples of how physical media enhances brand recall. The company’s consistent use of print marketing helps reinforce brand recognition and memorability across generations.
3. Print Increases Engagement Rates
Print also drives higher engagement rates. Direct mail campaigns, for example, achieve a 37% higher response rate than email marketing. This is likely because people tend to pay more attention to something they can physically hold and interact with.
Example: The American Red Cross frequently uses direct mail to boost donations. Their personalized mailers create emotional connections with recipients, leading to stronger response rates than purely digital campaigns.
4. Print Enhances the Sensory Experience
Print offers a unique sensory experience that digital formats cannot replicate. According to a study by Sappi, a staggering 75% of consumers prefer physical materials as opposed to digital because they engage multiple senses—sight, touch, and sometimes even smell. The tangible nature of print leaves a stronger impact, making it more memorable.
Example: Luxury brands like Chanel and Louis Vuitton continue to use high-quality print magazines and brochures to market their products. These materials often feature premium textures, like embossed paper or raised spot UV coatings, which enhances the customer experience by allowing them to feel the luxury before making a purchase.
5. Print Stands Out in a Digital World
In a world flooded with digital advertising, print offers a way to break through the noise. A study from USPS showed that direct mail recipients spend an average of 30 minutes with their mail, compared to the fleeting seconds most digital ads receive. Print’s tangible presence means it’s less likely to be ignored, offering a longer window for engagement.
Example: L.L.Bean’s catalog is another great illustration. The outdoor clothing brand regularly mails customers beautifully designed, full-color catalogs that inspire adventure and a connection with nature. Unlike digital ads that can be scrolled past, these catalogs become coffee table staples, reminding customers of the brand long after their arrival.
Bringing it all Together
In a world where digital ads are increasingly ignored or blocked, print media offers a way to stand out. It provides consumers with a physical reminder of your brand, increases trust and recall, and drives greater engagement. Businesses that incorporate print into their marketing strategy are likely to discover that physical media offers long-lasting, tangible value in a digital age.
