Despite the advancements in electronic communication, printing is still the top method used by businesses. A new study conducted by the organisation Kall Kwik showed that 93% of businesses continue to favor printed mailings over electronic communication. Additionally, only 14% of those surveyed would consider sending business related text messages. The reluctance to use text messages is somewhat surprising since there are more than 90 million active mobile phones throughout the UK.
Part of that reluctance involves the fact that electronic messages are easy to delete, whether or not they are even read. Studies show that consumers are apt to read only 20% of corporate text messages and 40% of marketing e-mails. On the other hand, consumers read 60% of printed marketing material they receive, a figure that goes up if the mail piece is individualized.
Laurence Knott, head of marketing at Kall Kwik, said: “The most advanced ways of reaching a target audience are clearly not always the most effective.
“Print allows businesses to communicate with their customers in a way which is simply not possible electronically. Consumers appreciate the physical contact print brings, and it also allows firms a whole host of options to make their material look and feel more appealing.”
While printing in general is seen as a somewhat unfriendly agent when it comes to the environment, much of that has changed in recent years. This is particularly true when it comes to the integration of soy based inks and recycled items such as paper and ink cartridges. Inkjet operators can make a significant contribution by using recycled ink cartridges as well as recycled paper.
Source: Printweek.com
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