Bridging the Digital Divide: The Vital Role of Print in Reaching Everyone

In today’s digitally driven world, it’s easy to assume that everyone is connected, but the reality is quite different. Millions of Americans still lack access to high-speed Internet—42 million Americans, to be exact. (The FCC defines “high-speed” as download speeds of at least 25 Mbps and upload speeds of at least 3 Mbps.) This underscores the importance of keeping print in the marketing mix. Printed marketing materials like postcards, sales letters, and other direct mailers reach every American, regardless of their Internet connectivity.

Where Is the Divide?

When we think about the digital divide, we tend to think about rural areas, but the lack of high-speed connectivity isn’t just a rural issue. It impacts a diverse range of communities and demographics. Those most likely to lack high-speed Internet access include:

Rural and tribal communities: Remote areas often suffer from limited or no high-speed Internet infrastructure, leaving residents with slower and less reliable connections.

Low-income households: Internet service can be costly, making it a luxury many low-income families cannot afford.

Senior citizens: Older individuals may be less tech-savvy and have limited access to digital resources.

Minority groups: Disparities in Internet access disproportionately affect minority communities, exacerbating existing inequalities.

People with disabilities: Those with disabilities may require specialized technology or face accessibility barriers when using the Internet.

Printed Marketing Materials: A Universal Reach

Amidst this digital divide, printed marketing materials reach every American, regardless of their Internet access or tech proficiency. In essence, they bridge the digital gap. Print is also dependable. It relies on something other than a stable Internet connection, ensuring that your message is delivered consistently.

In a world where the digital divide persists, print remains a reliable and inclusive way to engage with your customers and prospects. By recognizing the importance of this channel and employing the right strategies for creating relevant, engaging communications, you can ensure that your message has the most significant impact!

Embracing Print as a Sustainable Marketing Strategy

In today’s digital age, where we are used to hearing, “Go paperless! Go green,” print unfairly gets a bad reputation. However, print is a sustainable choice for businesses looking to minimize their environmental impact. Let’s look at some compelling data points that highlight the sustainability of paper.

U.S. forest area is increasing. Did you know that U.S. forest area increased by the equivalent of 1,200 NFL football fields between 1990 and 2020? Despite the misconception that “paper kills trees,” the U.S. forest industry plants more trees than it harvests.

We recycle! More than eight in 10 (81%) of paper and 66% of paper-based packaging gets recycled. Additionally, 89% of corrugated boxes get recycled. Lots of trash clogs up the landfills, but paper and paperboard aren’t the culprit.

We need virgin fiber. Paper fibers can only be recycled five to seven times before they become too small to be helpful in manufacturing. This is why it’s vital to incorporate virgin fiber from sustainably managed forests into the paper lifecycle. Paper mills cannot maintain a supply of recycled paper without it!

Using paper supports forest protection. Most U.S. forestland is privately owned, with 89% of paper-based products utilizing fiber from privately owned forests. Using paper products helps maintain the economic viability of these forests, preventing their conversion to other land uses like agriculture or development.

Paper supports jobs. 7.3 million people are employed in the direct mail industry, or 4.6% of U.S. civilian jobs. The paper and printing industry has a vast and positive economic impact.

Think paper isn’t part of a sustainable strategy? Hopefully, these data made you think again. By choosing to utilize paper for direct mail, marketing collateral, or signage projects, you can produce visually appealing materials and support our nation’s forests and economy.

The Power of Touch: How Finishing Increases the Power of Print

In the world of print, visual appeal often takes the spotlight. Yet the sense of touch can be equally powerful.

Haptic perception, or the sense of touch, is a fundamental aspect of human interaction with the physical world. When applied to printed materials, this sensory experience creates a deeper and more memorable connection between the consumer and the brand.

Enhancing Perceived Value

The brain processes tactile information differently than visual stimuli, making touch a powerful tool in influencing purchasing decisions.

For example, the physical feel of a printed piece can significantly enhance the perceived value of a product or service. Finishing techniques such as embossing, debussing, and spot UV coating introduce texture and dimensionality that capture attention and communicate a sense of luxury and quality. As a result, they serve as subconscious cues to the buyer, suggesting a higher level of craftsmanship and attention to detail.

The impact of touch on purchase decisions is reinforced by a study in the Journal of Consumer Behavior. Researchers from the Surrey Business School (Guildford, UK) found that touch activates a higher level of “brand contagion,” or affinity created between the shopper and the brand.

Forming Positive Associations

Touch also has the unique ability to evoke emotions and memories. When consumers engage with a printed piece with a pleasing texture, they are more likely to form positive associations with the brand. Whether it’s the velvety touch of a soft-touch laminate or the raised elegance of embossed lettering, tactile elements contribute to a sensory-rich experience that goes beyond the visual and forges a lasting emotional connection.

Multiplying Power

The “science of touch” has multiplying power by engaging multiple senses simultaneously. By stimulating both visual and tactile senses, brands can create a holistic experience that leaves a more profound and lasting impression on their audience.

Differentiating in a Digital World

In an era dominated by digital communication, the physicality of print has become a distinctive advantage. Incorporating unique finishing touches not only provides a tangible break from the intangibility of screens, but becomes a memorable touch point, ensuring that the brand lingers in the consumer’s mind long after the initial interaction.

Creative Gatefolds That Get Attention

Want to get your customers’ attention? Incorporate creative folds that add dimension and interest. Gatefolds, in particular, are cost-effective tools that add high interest and engagement to your pieces. Whether you are producing marketing collateral, event invitations, or direct mail, these fun, creative folds can repeatedly engage your audience with your marketing content.

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For True Personalization, Look Beyond Demographics

As marketers, we have more data at our fingertips than ever. Data is all around us, from in-house customer information to third-party demographic and behavioral data. However, having more data doesn’t, by itself, generate success. You can personalize your direct mail and email with people’s names, tailored offers, and even customized images and text but still not get the desired results. What’s the secret? Instead of marketing to demographics, market to people.

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Print: Bringing Emotional Engagement in an Impersonal Digital World

From shopping to reading, to staying in touch with friends and family, the Internet has changed the way we live. Despite the convenience, however, let’s be honest. “Digital everything, everywhere” gets old sometimes. Let’s look at four reasons people are starting to rediscover the value of print.

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