An effective marketing campaign works best when print is used with other media as one element of an integrated solution. Adding magazines to a mix of TV and internet increases brand favorability by 44% and purchase intention by 15%. (Dynamic Logic, 2009). The combination of online and newspapers also increases effectiveness, with brand engagement 26% higher than using just print or online (FT, 2011).
Print media can now offer quick and simple ways to access digital content using ‘bridging technologies’ such as QR codes, Augmented Reality and near-field communication.
These innovations form a bridge between print media and a brand’s online space, inviting consumer reaction, feedback and purchase, all via a smartphone. Such innovations increase the effectiveness of print media, as well as enhancing the consumer experience.
Newspapers are still the number one medium for shaping public opinion. Their credibility, knowledge, values and information-gathering skills remain a formidable force on the high street, and with titles now separated into sections with more lifestyle content, their potential for brands has increased further – online and offline. Add Print, Add Power, has never been so apt.
But the success of newspapers largely boils down to a single truth: they are effective in shaping opinion. They possess a large amount of power when it comes to public perception. Used well, that power can completely transform your brand. Why? Here are seven very good reasons.