Print engages the senses
In an era where consumers are prioritising ‘experiences’ over ‘things’, marketers are having to think far beyond traditional success metrics, such as product sales and market share. But it also serves as a valuable reminder that consumers are emotional beings who crave authentic, personal interactions.
In fact, it’s been shown that individuals are seven times1 more likely to spend more on brands they feel very positive about, and advertising campaigns with purely emotional content perform twice as well as those that only appeal to the rational mind. Clearly, ‘emotion sells’ isn’t just an empty catchphrase.
But in a world obsessed with measurability and immediacy – app downloads, page views, viral videos and more – the value of emotional marketing is in danger of being obscured. That’s where the tactile power of print, combined with intelligent personalisation founded on deep customer insight, can serve as the ideal antidote to digital overload and trigger-responses to brands.
As a marketing tool, print can easily trump digital, thanks to its ability to trigger emotions through sensations such as touch, sight and smell. This can be further enhanced with individualised messages, delivered when customers are most receptive. These sensory qualities make print a powerful way to tell a brand story – especially when it is used in conjunction with other platforms to build a seamless omni-channel experience.
Spanning 17 countries and with a population of some 411 million people, the Middle East represents one of the fastest-growing regions in the world in terms of penetration and usage of digital media. However, its complex multicultural and multilingual environment can make it challenging for brands to reach their audiences. This is made even more difficult by the fact that, according to Statista2, just over a third of the region’s population still lacks internet access.
As part of a considered marketing journey, print’s ability to stimulate an emotional response can be a powerful way to transcend both linguistic and cultural lines. And, particularly in areas where digital media is still an emerging phenomenon, it can play a critical, measurable role in driving purchase, and building lasting brand affinity.