Print Ads: Unlocking a New Ecommerce Opportunity

Introduction:

In today’s ecommerce world, digital advertising undoubtedly takes the spotlight, owing to its measurable nature, ease of adjustments, and the potential for immediate results.

With just a click, a digital ad can translate into a sale.

However, there is an often-overlooked opportunity for ecommerce businesses in the realm of print advertising, including magazines and catalogs.

While it may seem counterintuitive in a highly digital landscape, print advertising offers distinct advantages that can complement and even enhance a brand’s digital marketing efforts.

As digital channels dominate the advertising world, ecommerce businesses often overlook traditional print ads as a viable strategy.

However, niche ecommerce brands can still find immense value in print magazines and catalogs, especially when approached strategically.

Print ads, though not as immediately quantifiable as digital ads, have unique attributes that appeal to both consumers and established marketers.

In this article, we will explore how print ads, including catalogs and magazine ads, can become a powerful tool in an ecommerce merchant’s marketing mix.

We’ll look at why this traditional form of advertising is still relevant in 2025 and how ecommerce brands can use print to boost visibility, build trust, and drive sales.

The Appeal of Print Advertising in Ecommerce

Despite the overwhelming dominance of digital marketing, print ads remain a powerful tool in an ecommerce brand’s marketing arsenal.

One significant example of this is Amazon’s October 2024 printed toy catalog.

Polly Wong, president of the marketing firm Belardi Wong, shared her thoughts on Amazon’s use of print:

“Hundreds of brands have added direct mail and catalogs to their marketing mix over the last five years because print offers unique advantages over digital marketing.

Print provides more real estate to showcase products, offers 100% reach, enhances customer lifetime value, and offers a very effective way to reach new customers.”

These benefits highlight why print advertising, when done correctly, can complement digital marketing efforts and offer an effective means of standing out in a crowded marketplace.

Print promotions, such as catalogs or magazine ads, are not meant to replace digital advertising but rather to work alongside it, creating a more comprehensive and multi-faceted approach to reaching customers.

By combining both print and digital marketing, ecommerce brands can create a cohesive strategy that resonates with a broader audience.

Brand Advertising: Building Long-Term Trust with Print

One of the often-overlooked benefits of print ads is their ability to contribute to brand advertising.

Print ads, especially in magazines or catalogs, offer more exposure over a longer period than digital ads, which are often fleeting and temporary.

Troy Klongerbo, general manager at Homestead Living magazine, explained the enduring nature of print ads:

“A print ad will sit in someone’s home or office for months, sometimes even years. Readers often revisit print publications multiple times, flipping through articles and ads. Magazines frequently become fixtures, such as in kitchens or workspaces, and this repeated exposure increases the likelihood that readers will engage with the advertisements.”

Print advertisements benefit from the concept of impression longevity.

Unlike digital ads that can be skipped or quickly forgotten, print ads stay in front of consumers for longer, creating lasting impressions.

This extended exposure is vital for building brand awareness and fostering long-term trust with potential customers.

Klongerbo also highlighted the trust factor inherent in print advertising:

“There is a deeper, implied trust with messages placed in print.

Once something is printed, it cannot be altered, offering a level of permanence that digital ads, by nature, do not possess.

Digital ads, no matter how well-crafted, are more ephemeral.”

This sense of permanence can increase consumer confidence.

When a brand takes the step of placing an ad in print, it is often perceived as more established and credible, especially in niche markets.

For ecommerce brands trying to convey reliability and professionalism, print ads can offer a strategic advantage.

Measuring the Effectiveness of Print Ads

While print ads do not provide the immediate, measurable results that digital ads can offer, ecommerce brands can still track their effectiveness through creative, indirect indicators.

Many marketers may be hesitant to use print due to its lack of immediate data, but with the right strategies, performance can still be gauged.

Several methods are used to measure the performance of print ads, including:

• 📊 Brand Lift Surveys: These surveys gauge changes in brand awareness, favorability, and consumer consideration after exposure to print ads. This qualitative feedback can help determine if print ads are influencing consumer perception.

• 🔍 Branded Search Volume: Ecommerce businesses can track the number of branded search queries following the release of a print campaign. An increase in searches for the brand name in search engines often signifies that the print ad was effective in generating interest.

• 📱 Social Media Engagement: Social media monitoring can provide insights into consumer interaction with the brand after a print campaign is launched. Engagement metrics such as mentions, shares, and sentiment analysis help gauge the impact of print ads on online discussions.

• 🌐 Website Traffic: A sudden increase in website traffic, particularly direct visits or branded searches, is another strong indicator that a print campaign is working. These upticks in online behavior can be attributed to print ads driving consumers to explore more about the brand.

• 📣 Share of Voice: This metric compares the brand’s advertising presence to that of its competitors. If a brand experiences a significant increase in visibility or mentions, it may be a sign that the print campaign has successfully attracted attention in a competitive market.

• 🔑 Direct Response Data: Although harder to track precisely, print ads can incorporate coupon codes, QR codes, or dedicated subdomains to capture direct responses. These responses can be used as performance indicators, though they should not be considered definitive.

By tracking these indirect indicators, ecommerce brands can effectively measure the impact of their print campaigns, even if the results are not immediately quantifiable.

Affiliate Marketing Opportunities in Print Ads

By combining print and affiliate marketing, brands can potentially reach new customers who prefer traditional media while still benefiting from the performance-based model of affiliate marketing.

The Synergy Between Print and Digital Advertising

Branded print advertising does not just have a standalone impact—it can also boost the effectiveness of digital marketing campaigns.

Studies and reports consistently show that print ads complement digital ads by enhancing their performance.

The synergy between print and digital advertising is well-documented.

Brands that engage in both types of advertising often see higher levels of consumer interaction with their digital ads.

For instance, consumers who are exposed to print ads may be more likely to click on online ads from the same brand, increasing the likelihood of conversions.

By combining print ads with digital campaigns, brands can achieve a more holistic marketing strategy that reaches a wider audience and resonates more deeply with consumers.

Print can help establish brand identity and trust, while digital ads can provide the immediacy and interactivity that modern consumers expect.

Conclusion:

In the ever-evolving world of ecommerce, print advertising offers a unique opportunity to differentiate a brand from its competitors.

While digital ads offer speed and measurability, print ads provide long-term visibility, brand trust, and an increased chance for repeated exposure.

When used strategically, print ads—whether in magazines, catalogs, or direct mail—can complement digital marketing efforts, driving engagement, brand loyalty, and ultimately, sales.

By embracing both print and digital advertising, ecommerce brands can create a multi-channel strategy that combines the strengths of both mediums.

Whether measuring performance through brand lift surveys, tracking branded search volume, or leveraging affiliate marketing opportunities, print ads offer a valuable avenue for ecommerce merchants to reach new customers and build lasting relationships.

In a world where digital advertising reigns supreme, print ads provide a timeless opportunity to stand out, build trust, and capture the attention of new and existing customers alike.