Printing was one of the first big disrupters of the technological realm. It has and continues to be a valuable tool for companies to use for both internal and external operations. As such, print marketing offers organizations a viable, effective and accessible solution for expanding their outreach, targeting potential customers and driving overall growth.
Listed below are some of the most telling statistics that highlight the prominence of print and, therefore, how much value it provides for companies. This information is useful for print service providers to communicate to their potential customers and target audience. Distributors can exhaust themselves trying to explain the wide range of benefits that printing services and paper products offer marketers today. But the truth of the matter is that many aren't using the right angle to really drive their point home.
The idea that the print market is still alive, well and a flourishing tool for firms to leverage isn't just a matter of opinion, like some may argue. Numbers are objective and, when it comes to the state of the printing industry, the truth is written in the data. For example, according to Smithers Pira, the global printing market is expected to reach at least $980 billion over the next two years. But, to more specifically address the power of print and the advantageous opportunity it offers companies today, consider the following:
When it comes to print versus digital
According to research collected and posted by PrintIsBig:
- Customers find print ads 43 percent less annoying than they do online ads.
- The global print industry is worth $765 billion more than the online advertising industry.
- In 2015, response rate to direct mail marketing pieces was 37 percent higher than e-mail.
Smart business decisions
In a Meltwater blog post, additional data points and statistics were revealed that further fuel the pro-print argument, including:
- Nearly 60 percent of chief marketing officers agree that print marketing is a useful channel.
- 64 percent of B2B shoppers name print as one of sources of information that they trust the most.
It is worth noting that, according to the source, the reason that can be attributed to 14 percent of businesses failing is weak and ineffective marketing. This doesn't mean that digital advertisement is not a useful tool but, rather, highlights how the marketing strategies a firm uses can make or break its entire success. Organizations can't afford to miss out on the opportunity to expand their outreach and drive revenue through the channels that are most promising. There is doubtless advantage to pursuing online initiatives and campaigns. However, there is also tremendous risk in going all in on a strategy that the business isn't 100 percent sure will provide itself with a profitable return on investment.
Good news for print providers
PrintIsBig revealed that the projected percentage of print orders places online in the United States through print service providers' websites is on the rise, rather than slowing down like some may assume. According to the source, there was a 13 percent increase between 2010 and 2015. Furthermore, placing orders for print online can lower processing costs by 83 percent. These statistics are just one example of how digital technologies can be used to accelerate printing services, rather than replace them. Today, print and paper products can include technological aspects, such as QR codes.
When considering the above information, it is easy to see why print marketing should still account for a portion of advertising spend – and the data provides a convincing argument for print distributors to give marketers as to why they should think twice before they go completely digital.