In this day and age, most marketing strategies solely focus on e-marketing and technology. More and more, print advertising is considered an obsolete form of marketing and consequently overlooked and forgotten. However, print media still has its unique place and use within every marketing strategy if you want the strategy to be all-encompassing.
First, consider your target audience. If your audience is older, they will be more familiar with browsing print material than newsletters in their email box. Even for a younger audience, receiving a personalised brochure, business card, flyer in print can put a smile on anyone’s face, plus there is no requirement to create an account or sign up with an email address. Moreover, since more companies focus only on e-marketing, there is less competition for attention. When print arrives in your letterbox or through the door and it is presented well, it has a better chance surviving the bin than email material.
As technology use increases, a new trend to unplug and detach to relax is gaining momentum. The younger generation is discovering that while being connected at all times is wonderful, it also brings additional stress. As a result, an increasing number of families decide to unplug from technology on the weekends and simply relax.
This can include reading the newspaper with a cup of coffee or tea, without interruption of phones, tablets or other forms of e-communication. Your marketing strategy can build on this trend, using it as an advantage, by promoting the green aspect of print versus digital advertising. Your print marketing can be recycled, but e-promotion requires continued energy regardless of which device used to view the information.
Once your target customer brings your print advertising inside the house, the physical item can be placed in a location where it serves as a reminder to be used at some point in the future. Typical places are the kitchen counter, purse or wallet. Email blasts or postings on social media are great but do not leave a physical reminder once viewed, unless the extra step is taken to print the digital information. It is easy to forget about the email or scroll past the coupon once viewed on social media.
The optimal solution is to use both print and digital forms of marketing to ensure the widest audience possible is targeted. Optimally, cross-reference between the two mediums works best, by referring to a print advertisement online while including social media links in your print ads.
This integrated marketing strategy aims for the most effective and all-encompassing response to your marketing campaigns by connecting with all of your existing and potential customers. So always embrace print advertising, its physical presence alone can draw you to the message it brings. It has purpose within every marketing campaign and as we mentioned before it works well when integrated with digital Media. Print drives eyeballs online and this is clearly evident from the recent rise in print material promotional drives.
When working out what is best for your business, you must contemplate all avenues. Your target audience needs content in different forms depending on how far down the purchasing funnel they are. Printed brochures can be treated as high-level targeting that can give a lead that final push to becoming a life-long customer.