Bounce Marketing 10 20 2017 .pdf
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Reputation and Reliability
Print is tangible and holds a power over people that digital can’t replicate. It’s been around since before digital
was even conceptualized, and it has been delivering reliable information to audiences since it was created. Take
Time magazine, for example — the average person would trust an article they published over one of the many
less-credible digital sources. While online publications often produce content that gets debated or disproven,
print remains a stable, trustworthy resource for people to get the information they want.
Stay Off This Bandwagon
Because of the fact that so many businesses have all but left the print game, a customer receiving an actual
parcel in the mail is noteworthy due to the rarity of the occurrence. With everyone clamoring to announce the
death of print, and multitudes of newspapers and magazines closing their doors, there exists now a power
vacuum into which an authority like your company can step. The key is precision targeting by engaging a niche
audience, and using what you know about your audience to your advantage.
The likely reason our society has not translated virtually all of our books and advertisements to the digital world
is that, ultimately, print advertising effectiveness is still real and demonstrable. The intangibility of articles
hovering in cyberspace leaves something to be desired in customers. Yes, internet marketing has its advantages,
especially because of easy national and international distribution potential. However, consider print media the
underdog in an exciting matchup. With everybody betting on digital because they “got a hot tip” that print is
washed up, leveraging the medium and making revenue from your efforst is within reach of your brand.
Print Is Now a Missed Opportunity
As multitudes of advertisers maintain their focus on digital, you can stand apart from your competitors by
utilizing the medium that is getting left behind. There’s a print publication for every type of audience, and yes,
people are still reading them — especially loyal readers. You can tap into a market you’re missing out on, and
make a lasting impression that differs from your digital messages. Print advertising effectiveness boils down to
your ability to develop a strategy that appeals to the publication’s niche audience, no matter if we’re in a digital
era or not. Market pessimism may be holding you back, but the truth is that print still leads to ROI that will add
to your bottom line — and you don’t want to miss that opportunity.
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