As technology continues to develop and change the way we do business, many consider print to be a dead medium. I’m pleased to say, however, this is far from the truth. In fact, some forms of print marketing continue to grow, despite the popularity of their digital counterparts. Combined, Digital and Tangible advertising mediums can seriously level up your marketing game!
According to Pitney Bowes, 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication, and we’re seeing the proof of these trends with the growing popularity of direct mail. But we're not talking about traditional static mail. This is a new breed of highly targeted, highly personalised marketing, bringing home the ROI for businesses, organisations and non-profits.
THE POWER OF PERSONALISATION
Although variable printing is by no means a new process, consumers today are using it with more and more frequency. Not only because technology has lowered the cost of production, but also in a bid to create unique, attention-grabbing content that stands out in an already over-saturated market.
The process is relatively simple; Link your Print-Ready artwork to a data file, and customise each piece with content and imagery that is uniquely relevant to the recipient.
You will find personalisation will not only improve your customer engagement but also open the door to further insights on consumer behaviour and shopper spending. Unique bar codes and tracking numbers can provide valuable analytics on your combined Print and Digital campaigns that will help you stay one step ahead of competitors and track your return on investment.
COMBINE THE MARKETING MEDIUMS
Today, using only one medium is no longer enough. Users move effortlessly from print to web, to social media, to email and SMS, doing everything from essential tasks to socialising and shopping. But multi-channel is more than just regurgitating the same message across different channels. The real value is in linking these mediums, so each tells a slightly different part of the story and encourages buyers ultimately to your call to action.
Try using a direct mail campaign that drives recipients to a personalised landing page; or local area marketing that collects data via a generic landing page. The results speak for themselves. Print is still a very effective stand-alone marketing tool or a valuable contributor to digital marketing as a strategic multi-channel approach. For more information on print, multi-channel marketing or direct mail, contact us now.