For truly effective Marketing Campaign Combine Print And Digital Marketing.
To the digitally devoted, the idea of print marketing might seem like something from a bygone era. But rest assured – print is not dead! Of course, the medium has had to move over to make room for the explosive rise of digital but it’s far from becoming a niche format. Some traditionally digital based companies have even started to see the benefits of producing printed magazines or content rich brochures to market their brand themselves. (more about that later).
Advice from the experts
Who is Jeff Bullas – he is the owner of jeffbullas.com. Forbes calls him a top influencer of Chief Marketing Officers and the world’s top social marketing talent. Entrepreneur lists him among 50 online marketing influencers to watch. Inc.com has him on the list of 20 digital marketing experts to follow on Twitter. Oanalytica named him #1 Global Content Marketing Influencer. BizHUMM ranks him as the world’s #1 business blogger.
Print marketing statistics
A survey in the US conducted by Nielson looking at the retail sector and how US consumers arrive at purchasing decisions showed unequivocal results in the power of printed materials over digital in this area, with 56% of consumers surveyed citing printed materials as the chief source of information used to make purchasing decisions (some 20% higher than the nearest digital influencer).
Print also has the power to influence B2B end-users, with 45% of those polled in an ABM survey stating their regular sources of information to obtain business information were magazines.
Creating print and digital cross pollination
None of the surveys Icited should be reason to abandon your digital marketing strategy of course just as evidence showing the efficacy of digital shouldn’t be reason to reign in your print marketing budget regardless of the attraction and scalability of digital.Below are a few techniques to help you not only make the most of both approaches, but encourage cross pollination across media, driving and tracking consumers from print to digital and vice versa:
⦁ Use QR codes and personalized URLs to track media crossover
QR codes and personalized URLs are a brilliant way of building bridges between your printed marketing and owned media in the online space. With consumers scanning the codes or entering the URLs on their smartphones at the same time they are consuming the printed material, not only can you drive traffic to your online campaigns but you can track cross pollination and harvest some interesting data on your users, such as when and where they are interacting with your printed material. QR codes in particular allow you to get really creative as well and can be printed onto practically anything.
⦁ Leverage social media
Social media remains the single most effective digital tool for reaching a lot of people in a short period of time. If you’ve cultivated your followings then social media can act as the perfect jump board for launching your printed marketing campaigns. As mentioned, this can encourage traffic flowing from print to digital but it can also be used to push traffic the other way.
⦁ Constantly seek feedback
One of the problems with the crossover from print to digital is in getting useful analytics. Despite some of the methods discussed here, this will always be a problem (it can often be a problem with 100% digital campaigns). The simplest strategies can sometimes be the best strategies so actively asking consumers what prompted them to visit your website, social media page or even pick up the phone by constantly seeking feedback is always a good start.
⦁ Brand Recognition
A lot of printed marketing material is passive and designed primarily to spread a product offer or raise awareness of a brand. By encouraging consumers to visit your social media page or website for more info you can use your printed materials to drive more traffic online.
Digital brands leveraging print
As mentioned before magazines are being seen by some digitally based companies as the perfect medium for content marketing
Net-a-Porter has a bi-monthly fashion magazine Porter
Although clearly a digitally based company they are utilizing the power of glossy high quality print magazines to promote their brand and encourage greater take up of their core online offering. Also affording them an online magazine experience at the same time. The payoff from this being that it allows print and digital to work together and produce joined up marketing that is greater than the sum of its parts.
Here in Pattaya some companies are already realizing the need to include fresh content as an important part of their marketing strategy for 2020. Remember, The Pattaya Trader will write articles and give third party feedback to your business or service. Often readers will identify with such a well established source to give testimonials which can obviously be added to your own website to give fresh unique content which is always something Google looks for when promoting SEO ranking.
For 2020 take a fresh look at print
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