Submitted by: Print Power 28/02/2014
Marcus Rich, the former Commercial Managing Director of dmg media, currently CEO of IPC, told the audience at the Digital Marketing Forum in Cyprus that The Daily Mail and The Mail on Sunday drive 50% of readers of advertisements to the advertiser website. Which is three times the number of non-readers. This direct traffic is extremely important as consumers might get lost or distracted when using a search engine to find an advertisers' website. Mr. Rich had good news for media agencies and adverisers considering a mix of TV and newsbrands. Advertising in this mix of media increases the reason to go out and buy to 75% (vs. only 33% when scheduling TV only). Click here for his presentation.
Ulbe Jelluma, Marketing Manager Print Power, showed at the same conference how sensory marketing and sensory print generates superior effectiveness both online and off-line. He showed the example of a recent mailing using sensory print that generated response rates up to 25%. Click here for his presentation.