Make printed marketing tools especially appealing to young consumers

One of the most interesting things about marketing to people in the digital age is the change in attitudes from one generation to the next that the era has highlighted. While plenty of promotional strategies have fallen by the wayside as the internet has become a popular marketing tool, there is room for other types of advertising to address gaps that modern promotion can’t seem to fill.

If there is any indication of the marketing paradigm that is sure to be dominant in the coming years, it is the opinions and practices of young people. According to a study by the Rochester Institute of Technology, young people certainly use a lot less paper than generations before them. The so-called “Millennials,” who were born between 1986 and 1996, grew up with computers, and have consequently learned to use them for many activities.

For instance, 79 percent of people aged 16 to 26 use electronic banking statements. Another 67 percent clip digital coupons, and 61 percent read online newspapers. The reasons that they give for embracing digital messages and content are interesting. Of respondents, 92 percent believe digital media is better for the environment than paper, while 91 percent think that online information is more up to date and 76 percent feel that digital media is easier to track.

However, this doesn’t mean that young people don’t use paper. In fact, Rochester’s research found that they use up to 65 sheets of paper a week whether for printing or note-taking. Young people still use traditional mail as well – they send or receive at least four pieces a week. This means that digital printing and direct mail services can be used very effectively to engage with them.

One way to accomplish this is by specializing what is sent. If mail is extraneous and frequent, it is naturally not good for the environment and not up to date. However, if it contains considerable value and will help consumers save money, they’ll likely consider it a worthwhile part of their weekly paper mail allotment.

Additionally, young people who have been raised with less paper in their lives than their parents probably consider the use of the material more special than older people would. After all – this is the generation that collects vinyl records when digital technology is easier to access and use. Whereas once paper materials such as direct mail solutions were merely promotional delivery devices on which messages were printed, today’s digital printing materials should be considered marketing tools themselves. Add value to printed items’ overall worth by making them unique and desirable.