Neuroscientists say that people are 70 per cent more likely to recall your brand after seeing it in print. Other studies have shown that 82 per cent of consumers report that they trust print ads in relation to other media. ADOBE STOCK IMAGE

Neuroscientists say that people are 70 per cent more likely to recall your brand after seeing it in print. Other studies have shown that 82 per cent of consumers report that they trust print ads in relation to other media. ADOBE STOCK IMAGE

IT’S YOUR BUSINESS: A case for print

Joe Smith

Special to The Record

While digital marketing has risen to extraordinary levels of use within advertising campaigns, print is still a highly effective medium for helping businesses reach their customers.

Neuroscientists who focus on the brain and its impact on cognitive functions have been conducting studies for a number of years on the effects of digital reading versus print. They have found a number of interesting facts that when applied to the world of marketing point towards the need to use a variety of mediums to ensure messages are being received.

In an article by Kerry Benson on BrainFacts.org, Lauren Singer Trakham, who studies reading comprehension, said “We read digital text more quickly, so we think we must understand it better. It’s one of the best parts of our digital world – everything is at our fingertips and we can get the headlines in a second – but it may also be one of the pitfalls. Everything’s so quick and accessible that we may not be truly digesting what we read anymore.”

Researchers have also found that people recall print ads better than digital ads. Mediaspace Solutions, a print and digital agency, said that while digital content is scanned quickly, paper-based reading is slower and more deliberate, leading to greater rates of comprehension and recall. This type of research has led neuroscientists to say that people are 70 per cent more likely to recall your brand after seeing it in print. Other studies have shown that 82 per cent of consumers report that they trust print ads in relation to other media.

In today’s world, this does not mean that you should abandon other mediums or platforms. Digital marketing channels provide an excellent opportunity to reach people quickly and when they are on the go. They are also able to provide you with a wealth of analytics that help you make informed decisions about your strategies.

The caution here is not to underestimate print. There are four basic reasons why print should play a part of your overall marketing mix. 1) Better memory. 2) Better focus, less distraction. 3) Multi-sensory experience. 4) Neural activity.

As always, it is finding the right balance between mediums that will give you the greatest reach of your target groups. Perhaps the most important thing to remember from all the research and studies is that consumers are more focused, more engaged when reading print content. This means you have to be really creative about the content of your print ads to ensure they give you the greatest ROI when used in conjunction with other media in your marketing mix.

ALSO: IT’S YOUR BUSINESS – Information overload is here to stay

Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via email joesmith@shaw.ca

BusinessColumn

Just Posted

The plan for a three-storey, multi-family building on Second Street hit a setback on a recent provincial grant application. Record file photo
Province turns down grant for Cumberland project

Groups spearheading project may look to federal grant, say village staff

A young bear found deceased at the side of the road in the Comox Valley has conservation officers looking for answers around its death. Black Press file photo
Conservation seeking information for deceased Comox Valley bear

A young bear was found deceased at the side of the road near Kitty Coleman Park

Tools of the trade at the 2019 Vancouver Island MusicFest. Photo by Terry Farrell
Vancouver Island MusicFest goes virtual for 2021

Black Press to stream 25 hours of programming July 9-11

A look at the first stage of the treatment process - where binding of solids and particles in the raw water happens before the water moves to filtration. Photo, CVRD
Water to flow soon from new Comox Valley treatment plant

“We are at our last major hurdle before achieving this critical goal.”

Comox town hall. Black Press file photo
Comox looking at the future of transportation in the town

Council adopted the 2020 Transportation Master Plan Update

People line up to get their COVID-19 vaccine at a vaccination centre, Thursday, June 10, 2021 in Montreal. THE CANADIAN PRESS/Ryan Remiorz
Vaccines, low COVID case counts increase Father’s Day hope, but risk is still there

Expert says people will have to do their own risk calculus before popping in on Papa

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

The Co-op gas station at Whiskey Creek is burning after a camper van exploded while refueling just before 4 p.m. on Thursday, June 17, 2021. (FACEBOOK PHOTO)
Exploding camper van torches Highway 4 gas station between Qualicum Beach and Port Alberni

Highway traffic blocked after Whiskey Creek gas station erupts into flames

Greater father involvement in the home leads to improved childhood development and increased marital satisfaction, says expert. (Black Press Media file photo)
Vancouver Island researcher finds lack of father involvement a drag on gender equality

Working women still taking on most child and household duties in Canada: UVic professor

FILE – A science class at L.A. Matheson Secondary in Surrey, B.C. on March 12, 2021. (Lauren Collins/Surrey Now Leader)
Teachers’ union wants more COVID transmission data as B.C. prepares for back-to-school

BCTF says that details will be important as province works on plan for September

Provincial health officer Dr. Bonnie Henry outlines B.C.’s COVID-19 restart plan, May 25, 2021, including larger gatherings and a possible easing of mandatory masks on July 1. (B.C. government photo)
B.C. records 120 new COVID-19 cases, second vaccines accelerating

Lower Pfizer deliveries for early July, Moderna shipments up

A Heffley Creek peacock caught not one - but two - lifts on a logging truck this month. (Photo submitted)
Heffley Creek-area peacock hops logging trucks in search of love

Peacock hitched two lifts in the past month

The Calgary skyline is seen on Friday, Sept. 15, 2017. THE CANADIAN PRESS/Jeff McIntosh
2 deaths from COVID-19 Delta variant in Alberta, 1 patient was fully immunized

Kerry Williamson with Alberta Health Services says the patients likely acquired the virus in the hospital

The first suspension bridge is the tallest in Canada, with a second suspension bridge just below it. The two are connected by a trail that’s just over 1 km. (Claire Palmer photo)
PHOTOS: The highest suspension bridges in Canada just opened in B.C.

The Skybridge in Golden allows visitors to take in views standing at 130 and 80 metres

Most Read