We live in a world of interactive everything. In the business world, where there are four generations at work simultaneously, it’s easy to make incorrect assumptions about how information reaches them.
One misconception of young professional Millennials, is that they are overly focused on digital formats as their source of information. Would it surprise you that Millennials often prefer print media when it comes to marketing?
A US survey conducted in 2015 showed that for all age groups 80% showed a clear choice preference for reading print and that 88% stated that print helped them understand and retain information better than electronic devices. This is especially true if the information being reviewed is lengthy or complicated in nature.
What does all this mean for business when it comes to select an approach for advertising and marketing? One conclusion that Tate Design offered in Part I: Businesses Take Note – Print Marketing Enjoys a Revival was that an effective marketing strategy should be designed with multiple approaches to increase credibility.
Here in Part II, we evaluate that print media is preferred, better understood and retained longer than online copy of the same information. One suggestion from the survey is that there is less skimming of the information in print as compared to online. Readers of all ages also find that reading print information is less stressful as there are no pop-up advertisement, images or videos that distract the reader from the main content.
As marketers, we want to capture the reader’s attention AND keep it. The survey tells us that print advertisement allows that to happen more fully. It can be counterintuitive, since digital advertising has such a broad exposure to potential customers when compared to a printed ad in a magazine.
But showing a reader something is quite different than having the reader actually “see it,” respond and retain the advertised message. Print allows the reader to take a longer view of the information, truly absorb the text and images, and reflect on the personal meaning for what is offered.
In our modern day world of scrolling, chirping and pop-up marketing information that preys on us all over the Internet, what becomes truly unique is the rather coy approach of a well-constructed print advertisement. Seeing the world of marketing through young eyes, Tate Design realizes that Millennial professionals need to be drawn into our brand rather than chased by it. We craft a marketing story for your business that is worth the time for customers of all four generations to make it a favorite classic read.
