Mythbusters: Print Marketing Edition

by Jason Skinner, CMO - Friday, July 26, 2013

A recent MarketingProfs article puts six print marketing misconceptions to rest.

The next time someone tells you print is dead...or not eco-friendly...or any of the common platitudes about print-based marketing tactics, here's some solid data to debunk these myths and defend your marketing decisions.

Myth #1: Nobody reads print.

Fact: According to Nielsen Research, nearly 90% of consumers say they want to receive print marketing collateral.

Myth #2: Print is bad for the environment.

Fact: Paper-based marketing actually has a smaller carbon footprint than digital marketing.

Myth #3: Print materials should look exactly like their electronic counterparts.

Fact: Different mediums require different design techniques. For example, web-based designs are created using a combination of red, green, and blue (RGB) hues, whereas printed materials use cyan, magenta, yellow, and black (CMYK) to reproduce color.

Myth #4: Print can't be personalized.

Fact: Advances in variable data personalization (VDP) allow marketers to send a unique publication, postcard, or other print resource to each recipient.

Myth #5: Your options are limited in print.

Fact: From size and stock to paper type, texture, and other variables, there are literally thousands of print formats to choose from.

Myth #6: All printers are the same.

Fact: That's like saying all car manufacturers are exactly alike. The truth is no two printers are ever alike—from the options they offer to the equipment they use for printing.

Need more expert perspective to defend your print marketing efforts — and avoid missed opportunities and a weaker marketing presence? Click here to read the full article.

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