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.