Forbes Communications Council highlights that print media remains relevant despite the rise in digital marketing expenditures in Nigeria. In 2018, Nigerian businesses spent over $108 million on digital marketing, with projections reaching $... by 2020. However, print marketing continues to hold value, particularly for older demographics and businesses prioritizing trust-building.
Boosts Business Credibility ¶
Businesses like mSurvey emphasize customer loyalty as a priority, noting that retaining existing clients costs five times less than acquiring new ones. Print media fosters trust through personalized interactions, with 83% of purchases influenced by word-of-mouth recommendations, according to a 2017 study.
Expands Audience Reach ¶
Print marketing effectively targets older demographics, such as seniors who spend 34% of their time reading magazines daily, per a 2018 Medialogic study. Combining print with digital strategies allows businesses to engage both tech-savvy and traditional audiences, as seen in practices like using OnlineStamp to print postage for handwritten customer notes.
Enhances Personal Connection ¶
Digital marketing often lacks the personal touch that print media provides. Handwritten elements in printed materials, such as notes in newsletters or invoices, help businesses connect with customers on a human level, reinforcing brand loyalty.
Striking the right balance between print and digital marketing remains critical for Nigerian businesses. Understanding customer preferences ensures campaigns achieve maximum impact while maintaining trust and engagement.
