Digital touchpoints yet to replace print for retail advertising

NCMA

Digital touchpoints yet to replace print for retail advertising

If your home is like most U.S. households, you probably received a flood of advertising mail, catalogs, and flyers over the holidays. Whether it’s solo mail, shared mail, preprinted newspaper inserts, or the vast array of retail catalogs, print continues to be an effective marketing channel for retailers.

Given the rapid rise of digital advertising, why is it that printed advertisements continue to fill our newspapers and mailboxes — not only during the holiday season but all through the year?

Because retailers know printed advertising drives sales.

Printed advertisements continue to entice readers even as digital advertising opportunities increase.
Printed advertisements continue to entice readers even as digital advertising opportunities increase.

According to a 2017 Nielsen Homescan study, about 80% of U.S. households still use circulars and other traditional, printed sources for product information. The print is the primary medium used by consumers for information about stores, sales, and specials. And, when you…

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