In today’s fast-paced, digital-first world, businesses are always on the lookout for innovative ways to capture the attention of their target audience. From social media ads to email marketing campaigns, the digital landscape can feel crowded and overwhelming. But amidst this digital noise, one approach has emerged as a powerful tool for engagement—tangible marketing. Specifically, the combination of print and video offers a unique and highly effective way to communicate with customers, standing out from the typical digital-only approach.
But what makes print and video such a dynamic duo in marketing? To understand why this combination outperforms digital marketing alone, we need to delve into the psychology of how people interact with physical and visual content.
The Power of Physicality: Why Tangible Marketing Resonates
When it comes to marketing, the senses play a critical role. Digital content—whether it’s on a screen or in an email—lacks the physical, sensory appeal that print materials can provide. Research consistently shows that physical objects leave a deeper impact on our brains than digital ones. When we hold something in our hands—whether it’s a brochure, direct mail piece, or **video brochure—we form a stronger connection to it.
1. The Memory Advantage of Tangibility
People are more likely to remember something they’ve physically touched than something they’ve only seen on a screen. This is known as the “touch effect”—the concept that physical interactions enhance memory retention. Studies have found that people remember 70% of what they touch compared to 30% of what they only see. Combining a tactile experience with video content that engages both sight and sound creates a memorable, multisensory experience that digital ads can’t match.
2. Emotional Connection Through Physicality
The emotional connection to tangible items is another reason why print and video together can create a deeper bond with your audience. When people receive a personalized video brochure or a printed marketing piece that speaks directly to them, they feel a sense of appreciation. This feeling of being “noticed” can foster stronger loyalty and brand affinity. In contrast, digital ads often lack the personal touch that makes customers feel special or valued.
The Visual Appeal: Why Video Elevates Print Marketing
While print materials engage the sense of touch, video content adds a dynamic element that captures the visual and auditory senses. This combination of print and video results in a multi-sensory experience, heightening the emotional and cognitive impact on the viewer.
3. Instant Engagement Through Video
Video is widely regarded as one of the most engaging forms of content. In fact, people retain 95% of a message when they watch it in a video, compared to only 10% when reading text. Pairing this level of engagement with print materials ensures that your message not only gets seen but also remembered.
Video brochures, for example, automatically play when opened, delivering a seamless and engaging experience. Whether you’re showcasing a product demo, sharing customer testimonials, or telling your brand story, video brings your content to life in a way that static print cannot.
4. The Science Behind Audio-Visual Engagement
The combination of sound and visuals in video content is key to its effectiveness. When we watch a video, both our visual and auditory senses are activated. This dual-channel engagement creates a stronger impression in the brain, making it easier for viewers to retain information. Adding this level of immersion to a tangible, physical mailer—such as a video brochure—creates an emotional response that digital marketing alone simply cannot evoke.
The Unique Advantages of Combining Print and Video
5. Standing Out in a Digital-First World
In a world where digital ads and emails flood our inboxes, physical mail has a distinct advantage. People receive less physical mail than ever before, making it stand out more. Print media is perceived as more authentic, and receiving something in the mail is often a pleasant surprise in a sea of digital overload. By adding video to your printed materials, you combine the credibility of physical marketing with the modern appeal of digital content, creating a unique multi-dimensional experience.
6. Increased Engagement and Response Rates
Both print and video marketing have been shown to outperform digital ads in terms of engagement and response rates. Print marketing has a higher open rate than email, and video has a higher click-through rate than text-based content. When used together, these two media amplify each other’s strengths, providing a highly effective marketing tool that drives action.
7. Personalization That Resonates
Combining video with print materials also allows for higher levels of personalization. Video content can be tailored to specific segments of your audience, addressing their unique needs, concerns, or interests. When you add this personalized video content to a customized print brochure, you create a one-two punch that grabs attention and drives home your message in a way that generic digital ads can’t match.
Why Choose PrintAVizion?
The combination of print and video is one of the most effective ways to cut through the digital noise and leave a lasting impression on your audience. If you’re ready to elevate your marketing strategy, PrintAVizion offers high-quality, fully customizable video brochures that will bring your brand message to life.
Let’s make your marketing unforgettable!
Contact PrintAVizion today and start creating your own engaging print-video hybrid campaigns that will captivate your audience, boost brand awareness, and drive conversions. Get started with PrintAVizion and bring your marketing efforts to new heights!