POWER OF PRINT & DIGITAL

THE POWER COUPLE
  1. Mixed-media marketing campaigns increase brand awareness, ensure broader audience reach and amplify your call to action. Reach your audience on their preferred media type.
  2. It is not an ultimatum of choosing between print or digital but rather a combination of the two platforms. 1 + 1 = 3
  3. Use the strength of print to counter the shortcomings of digital and in return the strength of digital to counter the weakness of print.
  4. The impact, reach and efficiency of the combination media campaign is significantly higher than a single media platform campaign.
THE POWER OF PRINT
  1. In the skeptical age we live in, with fake news influencing opinions, print sources are the most trusted media source, at 82%. The majority of fake news can be found on social media and website platforms.
  2. 70% of people are more likely to remember a brand they’ve seen in print compared to exclusively online. The memory recall when using both platforms are significantly higher.
  3. 88% of millennials believe that print is more official than digital. Credibility in today’s opinionated world is almost priceless. The power of a media campaign increases when a credible advertiser and brand partners with a credible media brand.
  4. Print has a sense of exclusivity. The reader is not bombarded by multiple pop-up banner ads, often not aligned with the readers’ interests.
  5. Print is a lean back, more relaxed experience. The value of a consumer giving exclusive time to reading a printed product is undeniable, given the digital rabbit hole behaviour when multi-digital-tasking.
  6. No person reads a magazine by accident, unlike many other media platforms. It’s a personal choice for a person to select a magazine, and agree to spend dedicated and exclusive time reading it.
  7. Content and advertising have 90% interest alignment in printed magazines.
THE POWER OF DIGITAL
  1. Digital marketing allows for laser-focused targeting, reducing wastage, improving cost effectiveness.
  2. Your can create a personalised user experience.
  3. Digital campaigns can target users via email or mobile phone based on the fact that we have their permission to engage with them according to POPIA.
  4. Digital campaigns are highly measurable and flexible. Their effectiveness can be tracked and campaigns can be adjusted to improve reach and click through rates.
  5. Digital advertising is cost-effective.
  6. Digital advertising is less time sensitive than print and can be planned and executed on very short notice. Campaigns can also be pulled with immediate effect, unlike print.
  7. Digital campaigns allow for added value hyperlinks and key word searches, including SEO.
  8. Digital media facilitates engagement, including instant research and reader feedback.
SOME MORE INTERESTING FACTS
  1. There are no ad-blockers in print.
  2. Readers conceive print adverts as an integral part of the content and their overall experience. Printed adverts are reads at an equal rate as printed content.
  3. Research suggests that 80% of Internet users have never clicked on a banner ad. It can be seen as intrusive if it’s not part of an integrated marketing campaign. Having said that, digital banner adverts on websites and newsletters should have a clear call to action such as Click & Win to promote engagement.
  4. With a printed product, there’s no chance of getting distracted by hyperlinks and getting sucked down an Internet rabbit hole. It’s an unplugged lean-back experience.
  5. Digital platforms might be overwhelming, but this is a strength, not a weakness. Content and advertising should play into this behaviour to ensure successful media campaigns. Use SEO, #tags and key words to improve success rate.
  6. It is clear that Print and Digital should be used in synergy to significantly increase the audience reach and to maximise the purpose of each medium, versus making a choice between these two media paltforms and thereby negatively impacting on the marketing experience. The aim is to increase the number of touchpoints.

References: The above fact sheet was compiled from a variety of different sources. We do not claim copyright to any of the facts and statistics used. The references and sources are available upon request. Please click here to request.