The role of print advertising
in the marketing mix
La Poste has commissioned the consulting firm Quantis to conduct a study in order to measure the environmental impact of paper and digital communications.
The results are indisputable and shake up conventional wisdom.
Print advertising creates less pollution than digital advertising.
For a 36-page promotional catalog distributed in mailboxes compared to a mobile application used from an emailing integrating a video.
5 times less impact on
ocean acidification.
2.2 times less impact on
climate change.
20 times less effect on
freshwater eutrophication.
For a catalog distributed in mailboxes compared to an E-shop type website with a communication campaign via emailing.
1,8 times less ionizing
radiation.
50 times
fewer mineral
resources used.
3.7 times
less effect on
freshwater eutrophication.
In addition to the ecological aspects,
paper versions have other advantages:
Customers like receiving and leafing through mail.
Mailboxes are often less cluttered than inboxes.
Print advertising reinforces the link between brands and their customers.
Print provides the freedom for direct contact with the customer.
- Paper is not complete eco-friendly however, and can be expensive.
- This is where AI comes in to help you optimize your mailing campaigns by better targeting and personalizing the customer relationship.
The value of ad targeting
Refining the target audience allows you to solicit only the customers who are interested in the offer or the content, which in turn has a positive effect on:
The business strategy’s relevance
The pressure
to buy
Mailing costs
Personalization for better conversion
Using artificial intelligence and behavioral data, Blancheporte sent personalized catalogs to their customers.
To conclude
Mixing contact channels enables for a stronger approach with consumers and maximal business impact. Print advertising has a non-negligible influence on your campaign's success.
Marketing mix methods combined with ultra-personalization enable brands to propose the right offer to the right person using the right channel.
Personalizing advertising campaigns enable a better understanding of the customer in order to propose content that interests them the most. This builds customer loyalty and increases sales for the brand.
Source, La Poste and Quantis study: https://solutionsbtob.laposte.fr/mediapositiveimpact
