A recent article in Print Week18 Nov 2011, states that the printed word is preffered over its electronic alternative among the youth of Europe, despite the rise of devices such as tablet computers and e-readers.
The survey of 4500 consumers conducted by Ipsos on behalf of Two Sidesand Print Power shows that 83% of 18-24 year olds think that it is nicer to from paper than from a screen, while 78% state that paper is more pleasant to handle and touch than other media.
Environmentally, 57% believe that paper is more sustainable than electronic alternatives and 63% believe that print and paper is based on a renewable source.
This should get marketing teams thinking more along the lines of at least a cross media campaign including both paper contact through Direct Mail, in conjunction with electronic contact. A combined, data driven campaign results in much greater ROI than stand alone individual medium campaigns.
Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2C, Direct Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: firstname.lastname@example.org +44 (0) 20 8293 8550