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Why brands and consumers trust print more than digital

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The creative industry today and tomorrow

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Print marketing – the cold hard stats

Digital has undeniably revolutionised the marketing industry, but with digital scandals breaking daily, brands and the consumers they target are turning back to print – here’s the data to prove why:

  • 60% of all addressed mail is opened immediately
  • 20% of addressed mail is opened within 28 days
  • People look at addressed mail 4.2 times on average

The Joint Industry Committee’s (JICMAIL) 2018 Direct Mail Annual Report


Far from being left in the dust, print marketing has retained its importance as a channel to connect with audiences, and continues to perform well:

  • 79% of people said they still read print newspapers, and 82% read printed magazines
  • Ads in printed magazines are more enjoyable than online - 32% v 26%
  • Kantar’s 2017 ‘Trust in News’ study also found 72% of people positively rated printed news magazines on a trust dimension

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Technology is changing the way people create. Canon and Microsoft teamed up at the 2017 D&AD Festival to show how intuitive tech and tactile printing can promote creativity and bring people closer to their work.

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Print builds trust in a scandalised digital world

From the industry data, it’s clear that print marketing remains resilient, even in this digital age. Why do consumers have more trust for print, and how can PSPs take advantage of it to amplify their print offering?

Ashley Norris, Content Consultant at The Content Marketing Association, says: “There's a permanence and credibility to print content that digital doesn't always capture. Being associated with that premium content is still very important to advertisers.”

The DMA found that ‘56% of people believe printed marketing is the most trustworthy form of communication.’ “Traditional print media provides consumers with a personal experience – something tangible they can interact with, take with them and go back to at their own leisure,” said Rachel Aldighieri, MD of the DMA.

“This is supported by the findings from JICMAIL’s annual report, which represents the degree of trust consumers still have in print media. The personal connection it can forge is not something marketers should overlook.”

Tangibility and trust go hand in hand for print marketing. This is something that digital absolutely can’t offer, and gives PSPs a real opportunity to provide business consumers with powerful branded content. Through tactile and creative print, throwaway collateral can become effective and engaging marketing material.

There's a permanence and credibility to print content that digital doesn't always capture.

Ashley Norris - Content Consultant, The Content Marketing Association
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Print is dead, long live digital print

No one said print and digital were mutually exclusive. In fact, they make a formidable team, particularly for corporate printing solutions. Digital can help print get faster, more agile and easier to manage, while print can give digital all the things that only come with years of tried and tested authenticity.
Ashley Norris says: “The best campaigns encompass all types of media. I’d love to see more integrated campaigns, for example where the print advertising provides high-end photography and long-form content, which is then delivered in smaller chunks across digital channels.
“Some of the Content Marketing Association (CMA) members are doing some great work like this.”

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