People think continued technological advancements are turning the world fully digital. Since as early as the 1970s, humans have speculated that the future would be completely paperless. The idea seems to be founded on the thought that computers made it easier to think and process information, eventually making printed documents outdated.
Even Stanley Kubrick’s classic film, 2001: A Space Odyssey showed the future and space travel as a paperless future. A 2001 newspaper was merely something to be viewed digitally on a television screen.
But rather than a sudden or even steady switch to a completely digital world, 1980 through 2000 saw paper use increase. In 2017, over four hundred million metric tons of paper were used by business offices alone. Experts predict paper use worldwide will continue to remain high for the foreseeable future – reaching around four hundred and seventy-six million tons by 2032.
While paper remains a key resource, the growth of digital has not lagged. US adults currently average over thirteen hours of digital media consumption per day. Those interactions include emails and social media as well as the PDFs, presentations, and other items regularly viewed throughout the workday. And businesses attempting to leverage digital communications have to compete with the growing clutter and digital fatigue.
Oddly enough, those brochures, direct mail pieces, and presentations that used to get tossed out with the rest of the junk mail have become a novelty. And providing printed references might just be the differentiator a business needs to break through the digital noise.
Printed Materials Provide Effective Impressions
When it comes to making an impression, print is the best option. Over three-quarters (88%) of Millennials believe the information in printed text is more official than anything provided digitally. But trustworthiness is not the only advantage print materials provide.
Studies show humans read printed items seventy to eighty percent faster than digital materials. They also retain more of the information because complicated information that requires more concentration is followed better when it is presented in a printed format. Part of this phenomenon is due to a lower level of stress as reading printed items has been shown to reduce overall stress by sixty-eight percent.
This level of reduced stress, better understanding, and faster perusal is a win for sales and marketing teams. It is especially beneficial for businesses with products and services that are more complicated and require additional information.
Printed Materials Lead to Better Brand Building
Businesses want their targeted audiences to have their brand, products, and services top-of-mind. But that might be hard when companies are competing for keyword share with competitors in the market. And it’s not just keywords for which businesses must compete now, it’s screen time and share of attention.
When it comes to keeping brand names at the forefront, nothing can compete with printed materials. Seventy-five percent of consumers have been proven to remember brand names better if they have seen them on a printed document.
And, when it comes to making sure prospects understand what makes a company a better choice than the competition, there is nothing quite like printed brochures, flyers, and presentations. Prospects can process printed text 60,000 times faster than digital. Even better, complete understanding takes twenty-one percent less cognitive effort. The result is faster, better communication that sticks.
Printed marketing and sales materials provide more engagement
The digital realm seems more dynamic. There are certainly more options for delivery, including video, interactive software, email, and chat. But most of these digital formats are mentally processed in the same way.
By triggering more sensory input, printed materials provide more engagement than anything standard digital can provide. While the digital space leverages sight and sound to its fullest, print leverages something called the textual landscape.
The brain sees and processes words and letters as physical objects. Coupled with the action of turning the pages of a book, brochure, or presentation, the brain registers the materials as taking another step down a walking trail. It then maps the information it absorbs more fully in the mind, bundling additional neurons that increase recall, understanding, and longevity.
While digital delivery may be faster and more convenient, sales and marketing teams that leverage the truly interactive process triggered through printed materials gain an unexpected edge.
Reliable Office Printers are Essential to Sales and Marketing Efforts
While digital advertising and sales materials may be a growing and essential trend, paperless interactions end up making the marketing and sales processes more difficult. Business offices with active sales and marketing teams need a way to provide printed documentation and reliable printers to support their efforts.
Printers help sales representatives give prospects and current clients a better way to differentiate and promote brand, products, and services, through printed brochures, flyers, and presentations. These printed materials help sales and marketing create better, more robust, and more memorable interactions that help build customer base and increase sales for the business.
One of the best ways to ensure reliable, cost-effective printer access is to partner with a managed print services provider. These businesses use their expertise to provide the right equipment, supplies, maintenance, and service to keep the business’s sales and marketing departments running smoothly. With the right printers and materials, the business will be able to create everything needed to provide unique communications that capture attention and keep the brand top-of-mind.
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