News
Awards sponsor Take One reports that consumers use over 10 sources of information before making a decision and printed leaflets still popular with consumers
Take a look at the great series of Roundtable sessions run by Marketing magazine in association with Print Power in September 2011 - all about the role of print in today's marketing campaigns.
The first titled 'Print stands the Test of Time' considered the ever-increasing channels available to distribute product, and the relationship between these. It seems that there is still mileage in including print as part of the mix in an integrated campaign whatever the web-only supporters may be saying.
Comments made during the session:
'....people need reassurance from several media before they will make a decision. Despite huge web-sites full of information, people still want to read that leaflet or to see that poster. It's persuasive and helps people make that final decision'
'Print is a piece of the puzzle; it's part of the journey'
'It's one of the problems that print faces - that people make the decision in print, but Google takes the credit because it takes the last click'
' ....if you read print, you are giving your full attention to it. That's not comparable to any other media'
To back these comments up, Google together with Shopper Sciences did a comprehensive survey of 5,000 shoppers across 12 categories including travel in June 2011. They discovered that the addition of more sources of information has simply led to shoppers increasing their amount of activity to accommodate the new information - so they used 10.4 sources of information in 2011 versus only 5.3 in 2010. All types of traditional media were still being used; information accessed by web and mobile was added.
