On the Internet, there is an unlimited amount of content to distract the audience from your brand. With print marketing, there is less content and thus you have a greater chance of connecting with the audience to your brand, according to MarketingProfs.com.
An International Communications Research survey, 73% of consumers said they preferred to receive printed mail rather than email from the brands that they like. Another survey commissioned by Two Sides showed that 70% of Americans said they prefer to read things on printed paper over a digital screen, and 67% said they liked the feel of print media over other mediums. The paper industry is sometimes unfairly criticized for being harmful to the environment. However, in 2010, 63.5% of all paper consumed in the US was recycled, and the numbers have been increasing.
Another reason why print marketing is effective in a digital era is because print marketing can be personalized from information acquired digitally. A smart marketing plan uses both printed and digital communications. Direct mail such as envelopes or bangtails with tear off coupons can be personalized to the recipients based on data collected electronically.
Companies, such as FaceDeal, use Facebook to send potential customers coupons and discounts, based on a person’s like history through the social media service. According to Nielsen Research, nearly 90% of consumers say they want to receive print marketing collateral related to promotions and sales. Furthermore, direct mail recipients purchased 28% more items and spent 28% more money than non-direct mail recipients.