Digital or printed marketing material?

26th February 2015

As digital media continues to grow, the consumer is exposed to more and more marketing messages, which raises the question of which is more effective: physical or virtual media? Research by The Direct Marketing Association shows big differences between the two.

A survey of 1,200 consumers showed that:

  • Trustworthiness is the most important aspect of a marketing piece
  • Nearly 70% of people see physical print as more trustworthy than electronic alternatives
  • Items from shops and banks were the most wanted printed mail pieces – particularly vouchers and offers
  • Twice as many people respond immediately to printed direct mail than to email
  • More consumers visit a web site as a result of a printed mail item than do from a search engine
  • Of all the people surveyed, it was the youngest group (18‐34) that were least predictive of an all‐electronic world

Printed marketing material

Direct Marketing Association members can see the study in full here