The Pros and Cons of Printed Marketing Materials

 Many marketers say they value that printed marketing materials such as brochures enable them to provide a physical copy of information, but they also say they worry that people simply throw those materials away, according to recent research from RRD and Finn Partners.

The report was based on data from a survey conducted in November 2022 among 300 marketing professionals in the United States who have insight into the decision-making processes at their organizations.

When asked what benefits print marketing has over digital marketing, respondents cite that it enables them to provide a physical copy of information (41% say is a benefit), that it provides an offline channel for consideration (39%), and that it provides a tactile, interactive, and memorable experience (34%).

When asked what challenges print marketing has compared with digital marketing, respondents cite the fear that people just throw printed materials away (47% cite as a challenge), that they can't track response rates effectively (38%), and that printed materials become out of date too quickly (34%).

Some 63% of marketers surveyed say digital marketing generally has a higher ROI than print marketing, 14% say print has a higher ROI, 20% say the ROI is equal, and 3% say they don't know because they don't use print marketing.

About the research: The report was based on data from a survey conducted in November 2022 among 300 marketing professionals in the United States who have insight into the decision-making processes at their organizations.

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