Many federal decision makers still prefer print media
The findings of the fourth annual Federal Media and Marketing Study show 35 percent of federal decision makers read trade publications in print, demonstrating the print media and marketing industry is not dead.
Twenty-eight percent of survey respondents prefer a mixture of both print and online media, showcasing that having strong web-to-print software can create a print marketing campaign that can catch the eye of many.
"Government decision makers still consume information through traditional print outlets. Print is not dead,” said Lisa Dezzutti, CEO and president of Market Connections. "As such, when developing marketing campaigns, it is important advertisers not abandon their print campaigns."
The title of this year's study was “Reaching Federal Decision Makers in All the Right Places,” and it aimed to identify the most effective ways to market to federal officials.
While print media still may be the top choice to reach federal decision makers, a strong copywriting effort can also be a solid component of an advertising and marketing campaign.
Zach Bonnan, senior copywriter for Interaktiva Digital Marketing, shared some copywriting tips recently, which included being short and sweet, trying to create an emotional connection and using the correct tone, which usually involves being passionate in messaging. However, he also said it is important for marketers to write in their own voices.