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PRINT IS NOT DEAD & I’LL PROVE ITBy Erika Sparrow
February 2019 |
I’ve been in the furniture business for 20 years and I’ve witnessed some incredible transformations.
When I began my career, virtually all the marketing dollars went to TV, radio and print. Yes, I still remember when print was king, but that all changed, at least in most people’s minds, in or around 2010 when digital marketing grew from its infancy to the behemoth it is today.
Think about it, how many people call or email you about their next big breakthrough in digital marketing? I get inundated daily by digital marketers stating they can do this, that and everything else to get leads and sales. It's getting as bad as those emails from Nigeria that I have 14 Gazillion dollars waiting for me to claim, or that XYZ company can get me to page one on Google.
There is no question the "Path to Purchase" has become very complicated and that digital marketing "works" and the costs/investments are in reach of most brands and retailers. But to ignore other marketing delivery mediums is foolish and I will show you why, below with research I've uncovered.
When I began my career, virtually all the marketing dollars went to TV, radio and print. Yes, I still remember when print was king, but that all changed, at least in most people’s minds, in or around 2010 when digital marketing grew from its infancy to the behemoth it is today.
Think about it, how many people call or email you about their next big breakthrough in digital marketing? I get inundated daily by digital marketers stating they can do this, that and everything else to get leads and sales. It's getting as bad as those emails from Nigeria that I have 14 Gazillion dollars waiting for me to claim, or that XYZ company can get me to page one on Google.
There is no question the "Path to Purchase" has become very complicated and that digital marketing "works" and the costs/investments are in reach of most brands and retailers. But to ignore other marketing delivery mediums is foolish and I will show you why, below with research I've uncovered.
Here’s what I don’t knoW
Here’s the problem, as I see it, with all the digital noise. It boils down to one word “CONVERSIONS”. All this Pay-per-click propaganda always touts all the conversions they caused to happen, but when you ask how many conversions related to a sale, they can’t answer.
Sure, they may have drove traffic to your website, so what if they didn’t buy anything. Plus, it’s estimated that over 20%, some say 40% of these clicks directly relate to click farms and more. So, with Wanamaker’s ubiquitous quote: “I know half the money I spend on advertising is wasted, but I can never find out which half, maybe I just figured some of that out for you. I even saw a video of a click farm where one computer controlled hundreds of iPhones “LIKING” or “CLICKING” on your Facebook posts.
So what’s a retailer to do, especially when everyone tells you their digital marketing platform, dashboard, results surpass …. Everyone and everything?
Sure, they may have drove traffic to your website, so what if they didn’t buy anything. Plus, it’s estimated that over 20%, some say 40% of these clicks directly relate to click farms and more. So, with Wanamaker’s ubiquitous quote: “I know half the money I spend on advertising is wasted, but I can never find out which half, maybe I just figured some of that out for you. I even saw a video of a click farm where one computer controlled hundreds of iPhones “LIKING” or “CLICKING” on your Facebook posts.
So what’s a retailer to do, especially when everyone tells you their digital marketing platform, dashboard, results surpass …. Everyone and everything?
Here’s what I do know
The three fundamentals of advertising/marketing still exist across all platforms, no matter what your marketing strategy is:
1. Frequency
2. Consistency
3. Reach
Print is not dead and is the most influential marketing tool for retailers, period!
According to a 2017 Nielsen Homescan study, about 80% of U.S. households still use circulars and other traditional, printed sources for product information.
1. Frequency
2. Consistency
3. Reach
Print is not dead and is the most influential marketing tool for retailers, period!
According to a 2017 Nielsen Homescan study, about 80% of U.S. households still use circulars and other traditional, printed sources for product information.
If you have abandoned print for a pure digital marketing platform, you may want to think again. Here’s why.
Almost everyone hates digital ads. They’re intrusive and most of the one’s I get targeted by are irrelevant to me.
Have you ever watched your wife, girlfriend or significant other interact with the mail? They go through it like a machine. They look at everything, throwing out the irrelevant stuff, keeping the catalogs, inserts and other relevant print items to review later.
Oh, you say Millennials are all digital … I challenge that with the research I’ve done.
Almost everyone hates digital ads. They’re intrusive and most of the one’s I get targeted by are irrelevant to me.
Have you ever watched your wife, girlfriend or significant other interact with the mail? They go through it like a machine. They look at everything, throwing out the irrelevant stuff, keeping the catalogs, inserts and other relevant print items to review later.
Oh, you say Millennials are all digital … I challenge that with the research I’ve done.
Many people tell me print in the mailbox is too expensive and that digital marketing is more affordable. I ask them if they’ve done an ROI on their expenditures, most respond no.
Here are some numbers to think about
Here are some numbers to think about
Traditional Direct Mail, Inserts, mailers, and other promotions
DELIVERED TO/IN THE MAIL BOX ACHIEVE A 3.7% RESPONSE RATE
A 600% INCREASE OVER DIGITAL ADS
MOBILE, PAID SEARCH, SOCIAL MEDIA, EMAIL, AND INTERNET DISPLAY COMBINED ONLY ACHIEVE A
.62% RESPONSE RATE
DELIVERED TO/IN THE MAIL BOX ACHIEVE A 3.7% RESPONSE RATE
A 600% INCREASE OVER DIGITAL ADS
MOBILE, PAID SEARCH, SOCIAL MEDIA, EMAIL, AND INTERNET DISPLAY COMBINED ONLY ACHIEVE A
.62% RESPONSE RATE
Cost-per-acquisition for direct mail is very competitive.
- Direct mail stands at $19,
- Mobile and social media (both at $16-18),
- Paid search ($21-30),
- Internet display ($41-50)
- Email ($11-15).
My summarY
I’m not saying that you should choose one marketing medium over another, I’m suggesting you “re-think” your go to market strategies and who you target.
Did you know that people over 50 buy 50% of everything to the tune of $3.2 trillion dollars per year, yet less than 8% of marketing dollars are spent on them?
Did you know that people over 50 buy 50% of everything to the tune of $3.2 trillion dollars per year, yet less than 8% of marketing dollars are spent on them?
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A good blend of social, digital and traditional marketing is what we found works to drive traffic and sales. BUT you need to carefully target your audience, you may be marketing to people that have no money.
I’d like to have that conversation with you. Call or email me anytime
erika@imagineadv.com
(509) 220-9694
I’d like to have that conversation with you. Call or email me anytime
erika@imagineadv.com
(509) 220-9694
