Ninety-nine percent of the content on the internet is 'distractive and of no consequence.' ALAN KAYE, Co-inventor of the GUI
Current pundits predict all paper-based communications will disappear by 2012. Survey after survey touts the benefits of online advertising and the critical need to drive traffic to your website. If this is true, then clearly, the web is the only communication channel anyone needs.
Whether you favor print or web-based media, you might want to consider these facts:
- Top-level decision makers use a mix of print and digital media to do their jobs (Forrester, Inc.)
- Nearly 60% of senior executives view print materials as more trustworthy than online content (Doremus, 2007)
- Nearly 60% of executives turn to print media when they’re seeking an indepth analysis (Doremus, 2007)
- Several studies indicate roughly 57% of decision makers have in the past 12 months used a white paper, case study or similar content as part of their buying decision process
- Encountering the same or similar content in print and online can influence the final buying decision (McKinsey & Company)
- Seeing the same or similar content in print and online during the research phase can increase the value of the final buying decision by as much as 30% (McKinsey & Company)
The evidence indicates you're more likely to develop brand recognition, reach critical C-level decision-makers and influence the final buying decision with an intelligent mix of both.
These facts and the potential to bump the final dollar value of a sale by 30% mean a well-coordinated, overlapping print and digital strategy can signficantly improve your ROI.
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