A study from the Print Industries Market Information and Research Organization revealed that small businesses continue to utilize printing and mailing strategies to reach consumers.
According to the report, direct mail accounted for the greatest share of direct marketing’s expenditures, with 31 percent, followed by telemarketing at 29 percent, the blog WhatTheyThink reports.
“Despite the challenges, however, marketers believe that print has a number of significant advantages – particularly deliverability and the ability to finely target,” the source notes. “These marketing executives believe that print is more personal than other media and that customers prefer print.”
However, that doesn’t mean print doesn’t continue to face significant obstacles, especially from digital mediums. The study found that the cost of print and competition from electronic and digital direct marketing channels constituted the greatest challenges.
The fight to maintain the popularity of print is not just being undertaken by industry professionals. Bodies such as the U.S. Postal Service have introduced special rates and programs to increase direct mail advertising.
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