Print: Dead or Alive
Print is dead- as a way to share information. But as a medium for marketing and branding, print continues to grow and evolve.
The problem with print is that it’s use has changed with the digital era, not it’s effectiveness. In a study done by MarketingSherpa, they found that 54% of respondents preferred direct mail for updates and promotions vs. 47% by email. Marketers need to stop thinking about which medium is dead or alive and instead think about the consumer and how they want to be reached. In another study done by In a cross media marketing strategy including print, email, PURL’s and mobile messaging response rates as high as 8.7% were found and they had a conversion rate of 19%. Whether you like it or not, print is still effective in a marketing campaign.