Why Print Advertising Is Still Great For Australian Businesses
Australians today are bombarded with a tremendous amount of digital advertising through apps and notifications on their smartphones, social media, emails, and online videos. With so much money going into advertising online and on TV, it is easy to think that print marketing is dead. But thinking this could be a big mistake for your business. In this article, we share a variety of helpful reasons and tips on why print advertising is still effective in successfully reaching your target audience in a world that is increasingly saturated with digital ads.
Is print marketing still effective?
Yes, print marketing continues to be an incredibly effective strategy for many businesses, regardless of the industry they operate in. Here are just a few compelling reasons why it remains a worthwhile investment and effort for brands aiming to reach their target audiences:
Digital Fatigue - More and more people are beginning to feel overwhelmed by the amount of advertisements they see online every day. Many such adverts are also very intrusive, leading the brand being advertised to be associated with a very negative feeling in the consumer’s mind.
Trustworthiness - Everyone is increasingly aware of the prevalence of fake news and is naturally cautious about the online information they consume. In contrast, print media is often viewed as more reliable and trustworthy, providing reassurance to readers who seek credible sources.
Low Cost - In the past, digital advertising was very cheap, but there is now so much demand that large online platforms can essentially charge businesses what they please. Printing seems to have become cheaper in comparison with the past. Printing in Melbourne, Sydney, and other major cities can be found 24/7 at reasonable prices.
Attention - Online ads can usually be skipped, scrolled past, or blocked entirely. Meanwhile print marketing, especially in the form of advertisements in magazines and papers, retains people’s attention for an average of 20 minutes. It also offers the chance to give people much more information about your product or service than, for example, a small JPEG appearing on their news feed.
Memorability - Studies have shown that people remember receiving printed flyers more than other types of advertising. For this reason, it remains a popular strategy in political campaigning but seems to have fallen out of favor with businesses. However, this presents an opportunity for those who opt for print marketing, as less competition can only make their marketing efforts more memorable.
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Effective print marketing tips
If you have concluded that print marketing is the way to go, the next thing you will want to do is select the right type. That could be a business card, brochure, poster, flyer, or advertisement in a magazine or paper. Whichever you choose, here are a few tips that will help ensure marketing success:
Target Your Audience - Your message should deeply resonate with your specific target demographic. To achieve this, it is essential to plan it out carefully in advance, taking into consideration the nuances and preferences of your audience.
Create a Striking Focal Point - Use beautiful illustrations and bold photographs to attract attention.
Keep Their Attention - Catch their eye by utilizing a clean and straightforward typeface combined with a thoughtfully chosen color palette, ensuring an adequate text size that promotes easy reading and enhances overall visual appeal.
Print in High Quality - The quality of the print and the finishing touches undeniably reflect the level of care and attention your business dedicates to its image and branding. Utilize this crucial aspect to create a lasting first impression.
Takeaways
Despite the digital age's dominance, print advertising remains a powerful tool for enhancing branding and visibility. Its tangible nature allows for a unique connection with audiences that digital formats often struggle to achieve. High-quality print materials, such as brochures, magazines, and direct mail, not only stand out in a world saturated with screens but also create lasting impressions due to their physical presence.
When strategically placed, printed materials can target specific demographics more effectively, fostering a sense of trust and credibility. Additionally, incorporating print into a comprehensive marketing strategy can complement digital efforts, reinforcing brand messaging and ensuring it reaches consumers through multiple touchpoints. Thus, print advertising is not just relevant; it is a vital component of a holistic approach to brand visibility and engagement.
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