Print Still Critical in the Marketing Media Mix
What's bound to rattle a few cages among the most ardent advocates of digital media are the attitudes of the sought-after 18-34 year-olds. They prefer, by a wide margin, to see marketing offers in postal mail and (gasp!) newspapers, rather than online sources such as social media platforms.
"In fact, for household and health products, and even insurance and financial services-related products, the preference among 18-34 year-olds for receiving marketing information from off-line sources—led by mail and newspapers—is two to three times greater than online sources such as social media," the study notes.
There's far more detail in the study than I can get into here, but the overriding takeaway is that direct mail remains a very important part of the marketing mix. Further, because the media preferences of any company's audiences differ, savvy marketers should be looking to offer up integrated programs that reach customers in the ways they prefer.
This is the essence of the multi-touch, integrated campaigns touted by companies such as interlinkONE, MindFire, XMPie and others. Each channel can play to its strength, and smart print providers can get a bigger share of a customer's wallet by offering both electronic and print media choices.