Web here, social media there: Companies continue to rely on printed catalogues as key factors in purchasing decisions, according to a study by ECC Cologne.
According to German corporate representatives, today almost 72% of offline purchases and two-thirds of online purchases are still the result of printed advertising. Therefore, flyers, mailings, catalogues remain important components for a sales focused marketing strategy and also for mail order business; they strongly attract attention and enjoy high credibility from the recipient. This is shown in the survey "Use and significance of printed media in a communication mix – Status quo and cross-media trends", which the researchers of ECC Cologne have conducted together with Prinovis.
A total of 85% of the companies surveyed measure the performance of their printed advertising which confirms that print is very effective: Almost 43% of those who use print as well as online advertising believe that print and online campaigns have the same effect. Around 41% of them are convinced that printed communication has a better effect than online measures. Only 13% consider that online media has a higher degree of effectiveness.
The study revealed that even though traditional catalogues are becoming increasingly rare, companies, aided by QR codes, are constantly developing new forms of cross-media print-based customer communication. For example, inserts, personalised mailings, elaborately produced customer magazines and catalogues are widely used.