Three words to identify us? Vibrant: we try to solve problems and personalise products for customers. Creative: we always seek innovative and impactful communication. Capable: we have been in the sector for over 30 years and we are a consolidated, reliable and a professional company.
Infomedix International strategy is to communicate through all 3 available communication channels: Digital, Events and Print.
We are one of the few communication companies capable of communicating effectively on all these channels simultaneously, ensuring maximum effectiveness from marketing investments.
At first glance, some of you might think that in today’s digital era print media may be “obsolete” and unnecessary and, focusing solely on social media, PPC, website optimization and other online media may be more than enough.
Think again. Print media could be the most powerful branding tool that companies are missing!
Over decades, print has inevitably declined, but it has refused to disappear, and with good reason. It works. The response rate of direct mail is 37% higher than email marketing and, somewhat surprisingly, young people are implicitly trusting print more than digital content.
Print media is physical and tangible. Handling a physical object has an element of sensory input. The act of physically interacting with the paper of a book, or magazine, stimulates the memory section of your brain more than a screen can. While digital material is swiftly scanned, paperbased reading is more deliberate and slower, resulting in higher rates of comprehension and memory. Websites are often skimmed in as little as 15 seconds per visit while, printed material leads to higher engagement. On average, a consumer spends 43 minutes reading a magazine, indicating that conventional print media ads are more likely to leave a lasting impression, as readers are already in reading mode, and hence result in increased sales. That may explain why neuroscientists discovered that consumers are 70% more likely to recall your brand after seeing it in a paper ad than after seeing it in a digital ad. Other research using brain scans discovered that watching physical ads activates different areas of the brain than viewing digital ads and that viewing them involves greater emotional processing, which is critical for memory and brand connections.
Even just having business cards to hand out to people increases the chances of them engaging with your brand or services. I follow a lot of people on social media, and I won’t be looking through my following list after a networking event to find someone I just met, but I am much more likely to remember and engage with someone’s brand if I have a physical business card.
In addition to the sensory aspects, there is something to be said about the feeling of legitimacy that comes from print. Print ads have a longer shelf life; they remain until the content they are linked has its value. You are able to put the printed piece down and comeback at any time to resume your reading. As marketers, we like this! A printed piece placed on the corner of a desk will be there day after day until it is picked back up to be viewed. Furthermore, print media is widely considered more credible than digital media. People who subscribe to magazines and newspapers do so for a reason — they believe the information contained in the publication is accurate, credible and provides them with some benefit. This is especially true for businesses that focus on niche markets, with a target audience, so you get a higher return on investment from magazine ads than digital ads. Even today, 61% of people still trust newspapers over online ads.
In today’s digital age, it’s easy for your target market to become saturated with online ads and email marketing. Online ads are avoided at all costs, most digital ads are never even looked at, and when given the option, users close or skip the ad as fast as possible. In 2020, an estimated 42.7% of all internet users had an ad block plugin installed. Differently, in magazines, ads are part of the culture, they are expected, and they are part of the magazine experience. I often find myself examining the ads in magazines and newspapers almost as much as I am reading the actual magazine contents. With the oversaturation of the digital branding and advertising space, there’s less competition for printed material. Digital advertising is simply easier and less costly to do. Although it literally leads every single business to compete for the top spots, and usually the ones with the most money win those top spots. If you are on the way to think that print is dead. Think again. It has the highest engagement, highest recall, and highest ROI. Creating a great library of printed materials and publications doesn’t mean that you abandon your online marketing efforts. It’s quite the contrary. Integrating your digital and print marketing makes your marketing campaigns stronger, more important, and more resilient.
Print is powerful. Ensure you include it in your marketing strategy!
For this, we thank all our customers who place their trust in us