If you want inexpensive, real-time communications, online marketing can be a powerful tool. But if you want highly relevant marketing communications that consumers respect, then personalized print is the way to go.
In a survey of more than 1,200 people conducted for ad:tech London by Zussi Research, 69% percent of respondents saw traditional advertising as relevant to them, compared with 45% for online marketing. Respondents also described online marketing as “chaotic.” This reflects how misdirected and intrusive ads can create a high level of annoyance, even when those efforts are supposedly targeted.
Compare this to print. Databases tend to be more accurate and targeting more focused. Personalized print earns consumers’ trust and respect. Consumers also appreciate the purposeful investment print requires in the marketer’s relationship with them. It creates a sense that that they are valued.
So while you may want to expand your marketing to include some electronic channels, don’t make the mistake of replacing print with alternative media. Instead, personalize it!
Capitalize on consumers’ positive perception of print to differentiate yourself as a company that cares about your customers in a way that consumers often perceive online advertisers don’t. Then build on that perception with relevant, personalized communications they’ll remember and respect!
© 2013 The Foley Group