Trust Print Media
During this time of uncertainty trust and brand loyalty will go a long way with consumers, and holding a tangible advertising piece will have more weight than an email or a digital ad then just the paper it’s printed on. Print media is a tried-and-true method ranked at the top-of-the-list for the most trusted forms of advertising. (In surveys held by research firms Nielson, Edelman, Clutch, and Sherpa Marketing) Direct mail’s ability to target specific audiences and its personal aspect is one of the reasons people tend to trust mail so much. In most cases, the printed piece is designed and personalized through variable printing and consumers know it is meant for them. Even holding the material and being able to review the piece and understand the message, as opposed to a digital advertisement that appears for a few seconds while scrolling through the internet, also lends to the nature of print medias trust factor. While having a diverse media strategy is important, understanding what each platform offers will help your efforts get the best results. Not only does print appear as trustworthy, but the staying power far surpasses that of its digital counterparts. The impression of a targeted, direct mail piece that is personally delivered to a consumer’s doorstep will have the staying power and trust your Brand and efforts need.
Clutch – 2017, Marketing – Sherpa 2017, Nielson – 2015