A recent MarketingProfs article puts six print marketing misconceptions to rest.
The next time someone tells you print is dead...or not eco-friendly...or any of the common platitudes about print-based marketing tactics, here's some solid data to debunk these myths and defend your marketing decisions.
Myth #1: Nobody reads print.
Fact: According to Nielsen Research, nearly 90% of consumers say they want to receive print marketing collateral.
Myth #2: Print is bad for the environment.
Fact: Paper-based marketing actually has a smaller carbon footprint than digital marketing.
Myth #3: Print materials should look exactly like their electronic counterparts.
Fact: Different mediums require different design techniques. For example, web-based designs are created using a combination of red, green, and blue (RGB) hues, whereas printed materials use cyan, magenta, yellow, and black (CMYK) to reproduce color.
Myth #4: Print can't be personalized.
Fact: Advances in variable data personalization (VDP) allow marketers to send a unique publication, postcard, or other print resource to each recipient.
Myth #5: Your options are limited in print.
Fact: From size and stock to paper type, texture, and other variables, there are literally thousands of print formats to choose from.
Myth #6: All printers are the same.
Fact: That's like saying all car manufacturers are exactly alike. The truth is no two printers are ever alike—from the options they offer to the equipment they use for printing.