The Pros and Cons of Printed Marketing Materials

Marketing Strategy — Wed., Feb. 1, 2023

According to recent research from RRD and Finn Partners, marketers value printed materials such as brochures for supplying a physical copy of information. However, they worry people will simply throw them away. 41% of survey respondents cited this as a benefit, while 39% said it provides an offline channel for consideration and 34% said it creates a memorable experience.

Challenges for print marketing compared with digital marketing include people throwing printed materials away (47%), not being able to track response rates effectively (38%) and printed materials becoming out of date quickly (34%). 63% of marketers surveyed said digital marketing has a higher ROI than print marketing, with only 14% saying print has a higher ROI.

The report was based on data from a survey conducted in November 2022 among 300 marketing professionals in the United States. It provides insight into the decision-making processes at their organizations and how they compare print and digital marketing.

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