Why 1:1 Print Beats Online “Targeting”

If you want to communicate quickly and inexpensively, online marketing can be a powerful tool. But if you want relevant marketing communications that consumers truly respect, then try your personalization in print. In a survey of more than 1,200 people conducted by Zussi Research for ad:tech London, for example, 69% percent of respondents saw traditional advertising as relevant to them. By contrast, only 45% saw online marketing as relevant. Respondents also described online marketing as “chaotic.” This data reflects how misdirected and intrusive ads can create a high level of annoyance, even when those efforts are targeted. Compare this to print. Mailing databases tend to be more accurate a