A recent Gartner study revealed that spending on digital activities takes up approximately 72% of today’s marketing budgets. That’s not surprising.

As marketers, we know it’s essential to communicate in our audience’s preferred channels. And, as our media consumption habits continue to become increasingly digital, it’s sensical to invest the bulk of our budgets in the digital space. Still…

Although we live in an increasingly online world, you shouldn’t necessarily overcommit to digital-only marketing without exploring how traditional marketing (e.g., print) can complement (and perhaps optimize) your audience’s paths to conversion. Want some examples?

Read on for seven ways traditional print marketing can reach your audience(s) and impact their buying journey(s).

Direct Mail

According to Gallup, more than 40% of Americans look forward to checking their mail. And it’s not just older generations. Young adults are part of that population, too. In fact, the Direct Marketing Association reports that the direct mail response rate among people ages 18-21 years old is 12.4%!


Catalogs may seem old school. But they can be highly effective touchpoints in a buying journey. For example, a study published in a 2020 Harvard Business Review article showed a significant lift in sales when combining a catalog mailing with an email campaign vs. the email campaign alone.


Consumers prefer digital coupons, but 57% of people surveyed in a recent Blippr study reported using a newspaper to get coupons (source: Blippr). Speaking of newspapers…

Newspaper Inserts

Newspaper readership has fallen dramatically during the past decade. However, that doesn’t mean newspapers aren’t impactful. A Nielsen Scarborough Report noted that nine out of ten newspaper readers report taking action after reading or looking at inserts.


An annual study found that the total number of magazine readers in the United States remained above 220 million every year between 2016 and 2020 (Source: Statista)

Signage (OOH)

According to Statista, billboards have the highest reach amongst OOH advertising types in the United States. In one study, about 80% of American consumers stated that they noticed a billboard ad.


Packaging design has always been a high-value touchpoint for in-store shopping experiences. But it can also influence buyer perceptions after the purchase. Case in point: A survey from Dotcom Distribution reported that 52 percent of consumers are likely to make repeat purchases from an online merchant that delivers premium packaging.

Want ideas for incorporating complementary print tactics into your marketing mix? Drop Dennison Creative a line or call us at (440) 283-5004.