Print and Digital Marketing Strategies Can Work Together

11/12/2015

Marketing strategies have changed and evolved over the years. Signage, newspapers, yellow pages and flyers played a major role in marketing strategies, as these forms of advertising were the best way to engage with others while promoting a brand. With the introduction of affordable computer technology in the 1990’s, email marketing allowed businesses to connect with consumers online. As technology has progressed, innovative marketing strategies have changed to follow suit. Now, social media platforms, email, e-newsletters, websites and other online marketing channels are allowing brands to engage with consumers on a greater level, by utilizing these conversation-based programs.

Increase Engagement

Many companies choose to utilize digital marketing strategies, in an effort to save paper and money. Studies have found, however, that companies who promote their products and services through both print and digital forms, have a higher engagement and response rate. Through providing information by direct mail, website content, e-newsletters, brochures, flyers and so forth, brands are increasing their visual and digital presence, therefore reinforcing their credibility and relationship with current and new customers. 

Touch Points

Have you ever heard of the term, “touch points?” For many, this buzzword plays a key role in developing a strong marketing strategy. Touch points, are the number of ways that businesses attempt to get in touch with consumers. Today’s digital marketing strategies occur across several platforms, such as Twitter, Facebook, LinkedIn, Instagram, blogs, website content and so forth. If a person does not view content about your next sale while surfing through their news feed on Facebook, for example, they may view your content on another platform.

Print marketing, increases the number of touch points as businesses can inform consumers of all that they have to offer. How many times has a flyer or brochure caused you to visit a certain store or view a company’s website? Printed material is a great way to direct people’s attention to your brand, no matter the time or day.

Print and Digital Working Together

Over the past few weeks, we have discussed the importance of print marketing, and why it should remain to be a relevant form of advertising for businesses, when paired with digital strategies. We have exposed common myths surrounding the print industry, and have shared statistics that reinforce the power of printed materials. If you have any questions on how your business can utilize print marketing, contact us. 


Sources:

Sensory Marketing, Aradhna Krishna

Scodix Haptics 2012

Econsultancy in association with Responsys – Cross Channel Marketing 2012

Millward Brown UK – Study for Royal Mail

Two Sides North America

PaperBecause.com

Reuters Global Summit on Climate Change, Oct 2014

The Guardian – Sustainable Business, Alison Moodie

Greenpeace

PrintisBig.com

Yankelovitch, part of The Futures Company

thedigitalalnirvana.com


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