While the Digital Age has extremely changed the way that we communicate, whether it is through text, social media, or even email, it has yet to reduce the role that print marketing plays in the overall marketing strategy. Digital marketing has become the modern way of communicating and delivering information. Digital has clear advantages over print, including speed, cost and accessibility. The problem is, it doesn’t extract the same feelings from your audience that print does.
Just imagine receiving a college diploma or even a written birthday card. Would it be as meaningful to you if you received it via email? Studies have shown that print is still a strong influence on consumers. With careful targeting and limited abuse the potential ROI is a great reason to start using print again.
The Rise of Digital
Technological advancements have inhibited the growth of many products throughout history. Digital choice in each industry has forced companies to change their entire playbook. Marketing is an industry that has seen changes due to digital as well. Digital methods of marketing have almost completely eclipsed that of print marketing. . Several marketing services have seen sharp decline since digital. Catalogs, print news, paper surveys and print promotions now all have digital alternatives. News outlets have all come up with web and mobile counterparts to their publications. The digital publications are necessary to keep up with the evolution of industry standards. All for good reason, since digital provides many benefits that print will never be able to. Several studies have observed the differences between print and digital to measure their effectiveness.
The Power of Print
Print is personal. Although digital is here to stay, there are still advantages to print marketing. The most powerful aspect of print marketing is its tangibility. Print marketing is important for brand recognition and customer loyalty. It is important that your print material be of high quality. The material must also speak to your client’s needs, desires and lifestyle.
Using Print to Compliment Digital
Why should you have to choose? Rather than all-digital or all-print, a company should consider an integrated marketing approach that leverages the unique benefits of print with the convenience and accessibility of digital. In the contemporary marketing industry one simply cannot exclude digital tactics in any campaign. The digital landscape is far too valuable. What is possible is an implementation of print based on the findings of the studies above. Since print is more memorable and leads to better brand recall, a combination of the two can help give your prospects what they need to make a purchasing decision.
Here are a few examples of the combination of print and digital campaigns:
Customized splash pages. Print has a reputation for being difficult when it comes to measuring results. One way around this is to include links (that could be in the form of QR codes) to send people to a specific page on your website. This page on your website will allow you to track specific data about your campaign and then track their behavior on your site (pages visited, how long spent on pages, etc.).
Use social media to launch direct mail campaigns.
Social media accounts have handy features that let you know a lot about who visits your sites. These analytics pages can be used to create a very specific target audience that you can use to launch a direct mail campaign. Based on the research above, coming up with print material that meet the consumer’s needs and strikes emotion with the audience can be much more effective at creating leads than a paid social media post.
Retain you Customers.
Considering the emotional aspect of Print material, sending out a card or a customized letter to thank your customers can leave a lasting impression in their minds. Even if someone sees it who is not yet a customer, they may be moved themselves by the action and it gives your company a good reputation. Marketing is an industry that is always evolving and although some practices that were popular may be replaced by what used to be new and unfamiliar, you shouldn’t discount what is in the past. That past practice may be the new edge your company needs, especially with all the clutter of the digital world. No matter of choosing what form of marketing to advertise your brand, print or digital, the most important thing is making sure that keep brand and message steady across all platforms so that it will help to create brand recognition and will allow to communicate clearly with target customers using both print and digital forms.
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