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Print marketing campaigns are here to stay
According to one industry group, print marketing campaigns are not only an effective way to attract new customers, they're also environmentally friendly.
In its new "Choose Print" campaign, the Printing Industries Association of Southern California highlights that the majority of print advertising is created using eco-friendly methods with little impact on the environment.
"We know that print is a strong component of a successful multichannel marketing effort, thus the Choose Print campaign combines print with online efforts," said John Hodgman, chairman of PIASC's Choose Print campaign committee. "The campaign includes direct mail, printed brochures, PR, videos, a website full of resources and more."
Additionally, the group also pointed to a study that showed 67 percent of online searches are spurred by print advertising and 70 percent of customers continue doing business with a company thanks to direct mail efforts, which should include address verification as part of its plan.
Other studies have also confirmed the importance of direct mail. Researchers at the University of California, Riverside, recently revealed that customers are willing to receive up to 10 direct mail messages, while only wanting to receive three to four emails during the same three month period.
