Find out What Millennials Gravitate to Most with Print
With all the opportunities afforded to marketers — various forms of social media, email, the blogosphere, etc. — it’s easy to buy into the idea that digital trends will eventually make print and print marketing all but obsolete.
This, however, is simply not the case. In fact, there’s one demographic in particular that has developed a penchant for all things print: millennials.
Print’s Primary Advantages
There seems to be two primary advantages of print — readability and trustworthiness.
Print may not be the easiest or most cutting edge way to connect with your audience, but the impression a print piece can make more than justifies the effort. Despite an apparent affinity for all things digital, a 2017 Vistaprint study suggests a surprising 92% of 18-23 year olds find it easier to concentrate on print materials as compared to their digital counterparts.
The same study suggests print has an edge in gaining consumer trust with 34% of consumers trusting print ads over those generated via online search results. A 2016 survey conducted by MarketingSherpa notes a similar trend, with around 80% of consumers saying that they tend to trust print ads when making a purchasing decision. Conversely, just over 40% say they trust ads encountered through digital mediums.
Barometers: Books and News
There are other barometers we can use to point to the viability of printed advertising and content in connecting with millennials.
One example is where millennials get their news. While millennials do consume news through digital avenues, as a demographic they are quickly becoming the primary consumers of subscription print news. In fact, the New York Times, Washington Post and even the Wall Street Journal have all seen massive gains in student and young adult print subscribers, far surpassing the new subscription rate of any other demographic.
Another example of the current, healthy state of print is the ways in which millennials choose to access longer texts — specifically their continued affinity for traditional books instead of the eBooks offered by companies like Kindle. Citing a recent study conducted by American University linguistics professor Naomi S. Barton, the LA times purports that 92% of college students (read: millennials) prefer the real McCoy, citing tangibility and aesthetic, as well as the potential for distraction that comes with accessing digital texts via internet devices.
Physical books are even becoming cool, consumed by millennials with such vigor, the trend is resembling a renewed interest in another classic form of media consumption—vinyl.
Marketing with Print Materials in a Modern World
For marketing purposes, engaging the modern consumer (and particularly millennials) is mostly about two things: clear, concise messaging and effective, contemporary design.
Paul Wallis, commercial director at Finsbury Green, details some great design advice for 2018 in this article for LinkedIn. Touching on concepts from storytelling to the basic elements of design, it’s a great jumping off point when it comes to considering a revamp for your print marketing in the New Year.
Quick Tips to Success in Direct Marketing Today is another great place to start, particularly when it comes to the first steps in visualizing your successful marketing campaign. It not only includes some great information on the viability of print as a universal accessible medium, but also insight into using print as a creative opportunity to get your brand noticed.
Using print can be a great opportunity to strengthen your brand, either through its inherent universal accessibility or its ability to showcase a business’s creativity. While print marketing is a great way to reach out to all of your customers and potential customers, there’s a lot of evidence that it’s an excellent way to reach out to millennials and the younger demographics in particular.
Millennials like the physicality of print. They like the creativity that goes into clever design best showcased in a printed format. In a world dominated by pop-ups and flashing lights, maybe it’s because print seems so much less intrusive; an analogue relief in a digital world.
One thing is for sure: for millennials, print is far from dead, and it appears that the future will always have a place for it.
Strata Company has more than 20 years of experience with every aspect of printing and production. Our full-service production facility offers everything in-house – from design, to printing, mailing and fulfillment services. Get a quote for your next printing project, or contact us directly at 610-941-6100 to speak with one of our print experts today.
About Hayden Sammak
Hayden has been a key contributor to the Stratabytes blog since 2016. A college student at Temple University, he brings powerful insights to the millennial generation’s reaction to current events, as well as marketing, social media and advertising trends. When he’s not providing Tips & Tricks to our blog readers, Hayden enjoys cooking and spends much of his free time reading. He is also an avid fly-fisherman and all-around outdoor enthusiast. He is currently pursuing his undergrad degree in English.