How to Utilize Print Marketing in a Growing Digital World
As most of the marketing world moves towards digital, a lot of companies are dismissing the advantages of incorporating print marketing with their digital strategies. The cliche phrase most print companies use, “Print isn’t dead”, still holds a lot of truth. According to research done by Nielsen, more than half of all the shoppers in the U.S. still use print marketing at least once a week to seek product and sales information.
Print marketing is still a powerful medium to communicate with your customers as long as it’s involved in your digital strategy. Here are a few ideas of how to include print in your digital strategy.
Print Marketing Strategy
Personalized Postcard Campaigns
Postcards are a great start for starting a multi-channel marketing campaign that benefits both print and digital marketing because of their simplicity. You can see success in this type of strategy by personalizing the postcard and implementing digital tracking methods. Personalizing anything, whether it’s a t-shirt, postcard, or promotion, adds more personal value to the customer. Adding value to your brand or products at a personal level will significantly increase the chances of conversion, or a purchase.
After personalizing the postcard, you need to implement some sort of tracking capability on each postcard. There are a few ways to do this:
- Personalizing a website URL to include their name
- QR Code that takes them directly to your website
- Unique discount codes for that person
A great example of a company utilizing this multi-channel marketing strategy is Bed, Bath, & Beyond. Have you ever received one of their catalogs in the mail? On the back of each catalog, it has your name and a personalized discount code. How many times have you not gone into the store to make a purchase with that discount? Probably very few. After a purchase is made, if you get online, you will most likely have an email from Bed, Bath, and Beyond and will start seeing their ads more frequently on websites or social media.
Direct mail is another effective way of utilizing print to increase its value in the modern world. Direct mail was one of the first marketing tactics used to reach a wider audience. Companies would send out catalogs and letters to inform the public of their company and available products. Direct mail is still useful, but you can’t use it how it was in the past. With the inclusion of digital marketing in the world, everything has become much more personal and direct. In order for direct mail to be relevant and beneficial to your company, it needs to be just as personal, if not more personal. than the digital world. With that being said, don’t dismiss any support or information that is available about your customer from digital. Utilizing the data from the digital side of marketing will give you a direction in where you need to go in order to make direct mail personal.
Direct mail is a great way to personalize a written or typed letter to a current customer or to a potential customer. In the world of business, creating and maintaining lasting relationships is very important. Giving tangible items, especially in the digitally-focused world we live in, is one of those ways to really stick out from the crowd because print marketing is rarely used anymore. You can tie this strategy into the digital world by following the same recommendations as mentioned above in the postcard section.
Business cards have been a business standard for a very long time. They have long been the most convenient way to quickly give someone your personal or professional information. Now with the addition of websites and social media, businesses have more ways to access potential customers than ever before. By including website and social media URL’s or QR codes on the your business cards, you are giving potential customers even more resources to discover your business.
Print marketing is still very relevant and can be a vary strong addition to any digital strategy already in place. As the world continues to move towards digital, you can set yourself apart from all of the competition by utilizing print in a more personal way than ever before.