Why The Content-Quality Generation Love Print
Posted on 4th November 2019
People who have always been able to instantly access online information, entertainment and social engagement are very sophisticated when it comes to choosing their content.
However, that doesn’t mean that traditional channels of communication are out of favour. In fact, these channels have some very specific advantages for younger generations. Here are some things that might surprise you.
Some interesting Millennial facts you might not know
Did you know, for example, that that people aged between 23 and 36 are now the bulk of the world’s workforce and account for a quarter of the population?
Seven out of 10 are in full-time employment and are homeowners, and more than half are parents. So, there’s no doubt that they are a very important part of every business’s audience.
However, as they grow older, they are becoming an increasingly diverse and difficult-to-reach group. More than half (56%) of Millennials block digital advertising. ‘Ad-frustration’ means that ad-blockers have become one of life’s essential tools.
Interestingly, this age group spends more time each day reading printed publications than the worldwide average. In 2018 Forbes also found that more than three quarters (77%) pay attention to and read direct marketing materials.
They watch almost two hours of broadcast television a day and search engines are still the most popular way to research products before buying.
How do local business reach Millennials?
It’s true that Millennials are seeing digital content for most of the day, but that’s exactly why they have become so good at filtering out the things they don’t want.
Quickly scanning content on their phone, tablet or laptop is an essential skill, simply because of the volume they receive. To capture their attention content must be useful, interesting or entertaining.
Printed material can cut through all the digital noise and, compared with hundreds of online interactions a day, a single piece of printed communication is an exception worth picking up and reading. Even better, almost all Millennial adults like to receive communications intended for them personally, so printed material through their own letterbox has an advantage.
There’s no doubt that digital media is content-hungry and that inevitably means that some of it is poor quality. This generation has high expectations.
Because printed material has a longer life it has a better reputation for quality. When it’s well written, beautifully designed and accurately delivered, it is very likely to be remembered. Of course, to make the most of your opportunities, the same images, ideas and quality standards should also be applied to your digital channels.
More than eight out of ten (82%) Millennials think that messages printed on paper are more trustworthy than digital messages, so it can also give your brand’s trust-rating a boost.
Here’s an interesting thought…
Millennials see multiple online offers and promotions every day and have become acclimatised to them in much the same way earlier generations become cynical about direct mail.
Because of the relative infrequency of printed messages, they are more likely to respond to relevant and well-targeted offers and invitations, which is every marketer’s dream.
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