print marketing

Following the UK government’s introduction of the Digital Services Tax in April, from this November, both Google and YouTube will charge its clients an additional fee of 2%. It may not sound like much, but for many advertisers, it could add thousands to their marketing budgets and that’s without boosting Google’s bottom line in the UK by £120m.

Using Print In Your Marketing

With uncertainty a key aspect of every part of life, many people are losing trust in online advertising and especially social media. A recent survey by Ofcom, the UK’s communications regulator, found that traditional media sources such as newspapers and leaflets are both the most-used and most important source of news and information. Almost nine out of ten people (87%) turn to traditional media as a source of information on Covid-19, with those turning to social media decreasing from half (49%) at the start of the lockdown to 37%.

An interesting trend has also been happening to direct mail and door drop. While volumes haven’t been increasing, the amount of time people spend with them has, with double-digit increases in how much consumers are interacting with and sharing their mail.

JICMAIL’s Q2 2020 analysis found that the average piece of direct mail was interacted with 4.58 times – a record high since JICMAIL began tracking mail activity in Q2 2017. The report also found that the length of time mail stayed in the home also increased, with the average piece of direct mail remaining live for 8.5 days, and door drop almost seven days.

As well as effectiveness, marketers are also becoming increasingly aware of the other key advantage of print: its strong sustainability. While the global issue of single-use plastic is front of mind for many people, what’s less well known is the problem of e-waste – the number of old devices discarded around the world.

A television documentary recently revealed the shocking facts of the effects our online habits have on the environment and world around us.

The latest Global E-Waste Monitor report states that 53.6 million tonnes of e-waste was thrown away in 2019. Of that amount, just 17% was collected and recycled. By contrast, the latest European paper recycling rate has just been announced as 72% – an increase from the previous year.

When you think of the effectiveness of print to its sustainability, then consider the element of trust and physicality, it presents a compelling argument for marketers considering their options for 2021.

Facts are from Two

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