According to a survey by REaD Group, when marketers were asked what top 3 channels they currently use as part of their customer engagement programme, 68% said email, 62% said social media, and 41% said online. When asked what top 3 channels they believe are most trusted by consumers, 53% said face-to-face, 51% said post, and just 50% said email.
More and more consumers are moving to the digital world, but you can’t beat the authenticity of print. Your customers are likely swatting away at marketing emails all day long, neglecting the content and disregarding any of the value it may hold. If you send someone a targeted, perhaps personalised, brochure or catalogue in the mail, they’re more likely to be intrigued and consider becoming a consumer of your business. According to Alliance Business Services, 56% of customers perceived print marketing as the most trustworthy amongst other avenues of marketing, and a staggering 70% of people are more likely to remember businesses seen in print compared to online.
Although print itself is making a comeback, it’s a good idea to use this cohesively with your online tools. Use multichannel marketing to help you interact with customers using a combination of indirect and direct communication channels. This type of strategy makes it easy for consumers to interact with your brand – whenever, however, and wherever they want.
Roger Dooley at Neuromarketing has put together some incredibly interesting and eye-opening figures from a study done by Temple University consumer neuroscience researchers, outlining the way our brains process two ad formats (print/digital.) Have a read of the article and let us know what you think.
It’s no good having a beautifully printed ad campaign but a bad digital experience. The two mediums complement each other, and having a cohesive, simple experience for your customers will guarantee you better business.