Why Copywriters Shouldnâ€™t Rush to Go Digital Because 60% Prefer Print
It appears as though the printed word is on its deathbed. The Yellow Pages is nowÂ moreÂ widelyÂ used as aÂ doorstop, whilst many newspapers are wheezing their finalÂ breaths.
Many expect direct mail to go the same way.
SoÂ isÂ learning how to writeÂ direct mail, brochuresÂ and sales letters a waste of timeÂ for aspiring copywriters?
Are people so plugged into the digital world that they wonâ€™t turnÂ away long enough to read your printed words?
Print advertising in freefall, whilst internet marketing grows nearlyÂ 20%
According to recent Advertising Association figures, last year in the UKÂ press advertising fell 11.8% and TV fell 4.9%. Spending on the internet, however,Â shot up a recession bustingÂ 19.1%.
eMarketerÂ has also poured more fuel onto printâ€™s funeral pyre, with estimates that online spend should grow a further 10% by 2011, as companies chase after eyeballs focused onÂ pixels.
So should your copywriting expertise follow the same trend?
Does print marketing need to be recycled permanently?
60% are more likely to respond to print than email
In the face of suchÂ relentless attacks on print, Pitney Bowes has comeÂ charging to the rescue whilst sounding its bugle on research of its own.
In a pan-European studyÂ it found that 60% of people are more likely to visit a website in response to direct mail, compared to 24% whoâ€™d respond to anÂ email or sponsored web link.
This follows onÂ from previous research inÂ which Pitney Bowes found that 73% prefer to receive offers and promotions in the mail, rather thanÂ their email inbox.
So, whilst print is indeed expensive andÂ should shuffle its feet in embarrassment at its ROI, Pitney Bowesâ€™ research indicates thereâ€™sÂ life leftÂ in the oldÂ warhorse yet.
In fact, print canÂ be theÂ introduction toÂ digital campaigns, and its ROI can be improved by being more targeted, personalised and relevant.
So copywriters shouldnâ€™t rush to abandon the printed word just yet.