Guest post by Sue Fenton
(British spelling has been changed to U.S. spelling)
You have probably read article and books, or listened to speakers, explain why we should change from print to embrace digital marketing. After all, it is the modern way as more people leave print behind in favor of the new, cost-effective, convenient way to achieve potential mass exposure.
But, should we really abandon this traditional, tried and tested method?
We must remember that crafting good content and careful branding are important skills which are transferable between print and digital media. The increasing bombardment by digital messages means that printed materials generally have a higher rate of being read.
In addition, response rates to e-mail marketing have significantly declined over the years while direct mail rates have increased, even if to a lesser extent. Nowadays, print is environmentally acceptable with paper derived from sustainable sources, recycling, and eco-friendly inks.
The reach of printed messages can be widespread, including people’s homes, their work, other businesses, social events, and business conferences. The very nature of print material allows you to reach a demographic or niche audience that may be less active online or alternatively, receive too many digital messages to notice your message.
It’s also an ideal way for you to tap into your local market. Handing out business cards, flyers, or brochures at in-person business events gives you a powerful and effective networking opportunity.
With today’s fast-paced communications, sending a personalized letter to customers and clients can often stand out more than an e-mail in their inboxes. How about mailing them discount vouchers on their birthdays?
Did you know that you can easily personalize your greetings on postcards, letters, and flyers using your database? Personalizing your marketing campaign has been shown to produce a 33% higher return on investment.
Do not visualize your marketing campaign in black and white terms, as either traditional print or digital media. They should complement each other. Printed materials should refer to your Web site, Facebook, and Twitter presence.
By using QR codes in print, the two media integrate effectively as people with mobile devices are directed to your Web site or landing page. Over 60% of specific online searches are believed to originate from printed messages.
So, don’t miss out on new opportunities. As we become more and more swamped by digital advertising – which is easy to ignore and quick to delete – the tangible nature of traditional print media should form part of your overall marketing campaign.
Is your organization using print marketing? If yes, how are you integrating it with digital marketing?
Sue Fenton has worked in the managed print services for several years and has seen how the industry has evolved to meet the challenges of digital marketing. She currently works for Print and Digital Associates in the U.K.
For custom printing in the U.S., check out my company: Solutions Marketing & Consulting! EF