The Power of Print in a Digital World
In a world that relies heavily on the use of technology and all of its benefits, it's natural to wonder if print is still relevant and if it can provide any benefits. The answer is a resounding yes! While digital technology has revolutionized marketing, print still plays a critical role in a successful marketing campaign. In fact, combining print with digital can result in marketing effectiveness that exceeds what either medium can achieve on its own.
When print and digital are seamlessly integrated, it can boost customer engagement and significantly increase brand visibility. Print can be utilized to raise awareness of your digital assets and add variety to your marketing mix, helping you stand out from your competition. So, what exactly is print marketing? Today, we see print marketing in various forms such as direct mail, brochures, and flyers. Sales materials may incorporate fact sheets, catalogs, print ads, stationery, business cards, and signage of all shapes and sizes. Any of these print tactics can be combined with digital to increase the reach and effectiveness of an integrated campaign.
Combining Social Media and Print Marketing
Social media has become an increasingly important marketing tactic. It enables personal conversations with customers, facilitates fast information dissemination, and helps shape a brand's personality. One effective way to combine social media and print is to use print materials to lead customers to your social channels. Always include your social media handles on any printed pieces to show customers how and where to find you online. Social media can also support your print marketing efforts. For example, you could feature a giveaway or promotional item on social media. By posting a compelling offer on social, you can capture customer addresses that can be used for future direct mail campaigns.
Combining Websites, Email, and Print Marketing
There are innovative ways to utilize print materials to encourage customers to visit your website and even order products. QR codes and personalized URLs can be incorporated into print that will link customers to a web page or special e-invitation simply by scanning with a smartphone. For instance, you can create and mail a print piece about a new product that includes an embedded QR code. If customers scan the code, they can be taken to a page on your website that provides more details about the product and an opportunity to order.
Leveraging Digital and Print Technology
Variable data printing is another technology that allows materials to be customized for individual customers. The text, color, and graphics can be changed to ensure the recipient receives something entirely personalized to them. Print can also be utilized with the creation of augmented reality (AR). AR can make a phone call, send an email, or reveal hidden text, animations, videos, and sound effects. The interactivity involved with AR makes it a great option for a unique and engaging integrated marketing tactic.
Creating the Most Effective Blended Marketing Campaigns
While technology offers many "shiny new toys" to build a marketing campaign, all campaigns, even digital ones, still need to follow marketing best practices. It's essential to have a clear call to action so your customers know what you want them to do. Make sure the information is valuable and relevant to your audience, and emphasize the benefits of your product over its features. Tracking the results of your campaign and understanding your ROI is crucial. It makes no sense to spend a significant budget on expensive digital and print tactics if they don't generate a return.
QR codes, promotion-specific URLs, special response phone numbers, or unique offer codes can all be helpful in figuring out how much traffic you drove to your sites or how many people engaged with your materials. Finally, find fun and unique ways to capture and hold a customer's attention. While using digital tactics to break through the clutter and capture the attention of your customers can be effective, there is a virtual digital sea of competition. It's getting harder and harder to stand out in the digital world. Ironically, using print, which may seem "old-fashioned," might be the best way to stand out when everyone else is more focused on digital.
At AlphaGraphics Minneapolis, we provide a full range of printing services and signs, including postcards, direct mail, posters, banners, stickers, large prints, window decals, and wall decals. We have graphic design experts who can help you develop marketing materials. We also have resources to assist you with digital marketing.