Why 82% Trust Print More Than Digital (And 3 Other Keys to Being Chosen Locally)

Knowing where to invest your local marketing budget is more complicated than ever. Between fleeting digital trends and constant platform updates, the path to real growth is often unclear.

But what if the key to success isn't just chasing the latest digital trend? This article reveals four surprising, data-backed pillars that show you how to be trusted, be found, be seen, and ultimately, be chosen.

1. In a Digital World, Trust is Still Printed

Despite the relentless focus on digital channels, print advertising in magazines and newspapers holds a surprisingly powerful position: it has the highest level of consumer trust. Data shows that in an age of digital saturation, tangible media stands out.

82% of consumers trust ads in magazines and newspapers more than any form of marketing.

In a sea of digital noise and fleeting online ads, a tangible print advertisement acts as an anchor of trust. It offers a direct, distraction-free way to make a lasting impression on local customers, cutting through the skepticism that often accompanies purely digital campaigns. This is how you are trusted.

2. Perfection is Overrated; Responsiveness is Everything

Many businesses chase a perfect 5-star rating, believing it's the ultimate goal for their online reputation. The counter-intuitive truth, however, is that how you respond to customer reviews—both good and bad—is often a more significant factor for potential customers.

64 percent of people would prefer to buy from a responsive company than from one with a perfect rating.

This transforms your reviews section from a static rating into a dynamic conversation. Every public response, especially to a negative review, is a marketing opportunity to demonstrate your company’s character and problem-solving skills to every future customer who reads it. Engaging with feedback shows you care, builds loyalty, and is a powerful way to be chosen.

3. Your Digital Front Door is a Search Listing, Not Your Website

While a great website is important, a customer's first interaction with your business often happens directly on a search results page. The link between a local mobile search and real-world action is incredibly immediate and powerful.

88% of consumers who search for a local business on a mobile device call or visit that business within 24 hours.

This proves that your online listing isn't just how you are found; it's the fastest path from discovery to a sale. Your search listing isn't just a signpost; it's your new digital front door. Ensure it’s unlocked, accurate, and welcoming.

4. Digital Ads Aren't Just for Clicks; They're for Visibility

It's easy to measure the success of digital ads by clicks and conversions, but their value runs much deeper. One of the most critical roles of digital display ads is building brand awareness so the right people consistently see your business.

Digital display ads can improve brand awareness by up to 80%. This powerful visibility, achieved through multi-platform targeting, builds mental availability. Consistent, repeated exposure creates familiarity and trust, so when a customer's need suddenly arises, your business is the default, top-of-mind option they turn to first.

The path to effective local marketing is paved with these surprising truths. Print helps you be trusted in a skeptical world. Accurate search listings ensure you can be found in the moment of need. Consistent digital ads ensure the right audience sees you. And active responsiveness helps you be chosen over the competition.