There are now more marketing channels available to businesses than ever before. Digital may be taking all the headlines, but print is a tested medium with a track record of success. You need both. To make the most out of your marketing or advertising budget, you need to combine print and digital.
Digital needs to be backed up with print ads and direct mail. Online you are always just a click away from being forgotten, but if consumers see your brand online, and then they see it in their hands through direct mail, then you are starting to build some brand recognition. People will start to remember your brand. Frequency and consistency are key.
One of the key issues in marketing and advertising is that when people see success they stop, but just like in sales you need to keep going, keep pounding. You must have a few boats in the canal at all times, and they will always be moving at different speeds. Think of marketing and advertising as a continuous process, not a destination. Set goals, but don’t stop once you reach them!
Direct mail, flyers, brochures, and other print materials mixed with a combination of online marketing materials like click ads are a potent combination. Focussing on just print or just digital means that you are wasting your time.
Maintain brand consistency
Going digital doesn’t mean that you should reinvent yourself, on the contrary it is imperative that the branding stays the same across all channels. Think about responsive websites. They look different depending on whether you are on a computer, smartphone, or tablet, but the core imagery and messaging is still there. You don’t need to include all the same information on print and digital, but you should do enough to ensure that all your materials have the same look and feel.
Keep it simple
A lot of people overshare and lose sight of the central message. You are not that interesting. The more consumers have to read, the less they will read. The fact is that no one really cares about you, you need to make it about what is in it for them. Focus on the client, and the benefits that you will give them.
Advantages of print
Print offers things digital does not. Consumers view it as having more quality and integrity than online content. According to Contently.com, “82 percent of Internet users trust print ads when making a purchase decision, more than any other medium. The highest ranking online format, search ads, clocks in at 61 percent.”
MarketingMag.com notes that while “newspapers and magazines reach 90% of Canadians on a weekly basis” only a little “more than half of Canadians (59%) are now reading on a digital device.” Print is still authoritative and widely read. Sacrificing print to invest in digital is as poor a strategy as it would be to sacrifice digital to invest only in print. Your marketing needs to straddle both mediums.
A lot of people are not doing social media properly, and unfortunately doing it wrong is worse than not doing it at all because it becomes a huge time waster. To do social media correctly be careful to ensure your content is relevant, original, and entertaining – easier said than done.
Keys to success
Online, and in print, the same principles of success apply:
- Keep pounding – high frequency is crucial
- Stay focussed on the brand message
- Keep it simple
- Remember to show your consumers the WIIFM (what’s in it for me).
Need some help to add some electricity to your print or digital marketing campaigns? Give AS Advertising a call. We’ll help you combine and coordinate your print and digital marketing while applying these keys to success, so your next campaign will be your best yet.