We encounter advertising every day and everywhere. How efficient is printed advertising today in competition with digital advertising?
The proven path to sustainable success
Each of us receives print products as printed messages of various kinds, be it letters, magazines, flyers or mailings. They often have a higher memory value. Even with irrelevant print advertising, people remember the sender better than with online advertising.
Studies show that the average person remembers printed information much better than a digitally communicated message. It is also more likely that the recipient will react to the print product and engage with it. A clear trump card of print products.
Why is that the case? One reason for this is the amount of digital communication we are bombarded with every day. We are flooded with digital information. We skim the text and click on. As the saying goes, “out of sight out of mind”. We show three advantages of why print is so much more effective.
1. haptics - a sensual experience
We can touch and sometimes even smell the print product. The feel is a quality that should not be underestimated. When we touch them, we feel their size, contours, surface texture and weight. Paper with a special surface and distinctive properties arouses emotions.
This is not the case with digital information, because we can neither touch nor smell it. We only see them on a screen.
2. advantages of reading on paper
There are fewer distractions when reading on paper than when reading on a screen, which helps you to concentrate better on the text.
Studies show that reading on paper is better suited to processing and understanding information. The haptic
Experiences associated with reading on paper, such as turning pages, highlighting text and writing notes, help to anchor what has been read more firmly in the memory.
The risk of distractions and interruptions is greater when reading on a screen. Pop-up windows, notifications,
Emails or social media can distract your attention and make reading more difficult.
3. a print product is left lying around
According to a study, a printed medium is stored for between 10 and 30 days. This has the advantage that it is seen by several people during this time and the recipient himself repeatedly encounters the print product. This strengthens the initial bond. In contrast, emails are often deleted or advertisements on social media disappear before they have even been read. The flood of information therefore means that the probability of the recipient engaging with the e-mail with the same level of commitment as with the printed advertising material is significantly lower. The latter is somewhere within reach.
It's all about the right mix
For us, print is clearly the “champion”.
But print and digital are not mutually exclusive. Your success is guaranteed if you use the advantages of the respective medium for your marketing. There are numerous possible combinations in media planning, all with the aim of increasing impact.
We will be happy to advise you on whether your message will come across better in print, digitally or in a mix. Every medium places different demands on the design. We know the requirements for professional design and implementation. In addition, we create the media planning for the successful implementation of your campaign.
Realized projects
Do you want to ensure that your message is communicated effectively?
We help you with the professional design and implementation, create a customized media plan to ensure that your campaign is successfully implemented.
Contact us today for a free consultation and make your message shine!
* Mandatory fields
Information on data protection, revocation, logging and the performance measurement covered by the consent can be found in our data protection declaration
Annette Weissbaum
044 289 89 00