What goals do physical printed marketing materials such as brochures, direct mail, and posters help businesses accomplish? What are the biggest issues businesses face when incorporating printed materials into their marketing strategies?

To find out, Allegra and Ascend2 conducted a survey in August 2023 among 441 marketing and sales decision-makers.

Respondents say printed materials help them achieve a wide range of goals, including increasing brand awareness (63% say so), generating leads/sales (54% ), and conveying detailed information about products/services (41%).

Respondents say the top goals direct mail specifically helps them achieve are to increase brand awareness (65%), generate leads/sales (57%), and drive website traffic (53%).

Respondents say the biggest challenges they face when using printed materials as part of their marketing strategies are high costs (51% say so), limited reach (32%), distribution logistics (31%), difficulty targeting audience segments (31%), and difficulty measuring ROI (28%).

About the research: The report was based on data from a survey conducted in August 2023 among 441 marketing and sales decision-makers.

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The Top Benefits and Challenges of Printed Marketing Materials

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji