Tricks For Succeeding With Print Media In A Digital Marketing World

With the average person spending over six hours online daily, businesses have had to pivot the way they target their marketing and communications material. In the last decade, digital marketing spending has increased tenfold, and is predicted to grow by 25.5 percent this year, according to estimates by Insider Intelligence. Digital advertising has also superseded print and television advertising, with the rapid growth of trends like affiliate marketing and keyword research in the last year. However, while digital marketing is certainly carving out a niche for itself in the business world, traditional modes of marketing like print advertising remain relevant in some markets. At a time when marketers are questioning the validity of print media in their marketing strategy and alongside their digital marketing campaigns, the key lies in achieving a harmonious balance between the two.

When it comes to marketing, print and digital each has its own merits. While digital can be a cost-effective way to garner attention for the brand, print marketing has longer staying power. According to neuroscience studies, print ads evoke a stronger emotional response and stronger memory recalls.

Consumers also trust print marketing more, which has been a sore point for businesses for many years. Because of the trust placed in printed content, more attention is paid to print ads and absorbing the message. Response rates for print ads have also been rising in recent years. The customer response rate for the catalog/direct mail combination has risen by 43 percent in the last year.

Cross-media marketing refers to the use of two or more media types in a marketing campaign. Handled correctly, combining print and digital marketing can help you achieve a multi-channel marketing presence. One way to do this is to direct your customers to your social media channels in your print ads for additional information, special offers, and features. Creating exclusive content for your print or digital content can also drive traffic. One trick that has worked well in recent times has been the conversation tip: including a hashtag or consumer question to encourage customers to join a conversation on the business’s social media channels.

It’s also crucial to ensure that your marketing message is clear and consistent in both of your marketing mediums. Ensure the logos, signs, and branding colors used on your print marketing materials are continued on your digital marketing materials like email, newsletters, and digital ads. Not only does this help with uniformity, but it also increases the chances of brand recognition, and in the end, brand loyalty. For instance, the use of professional graphic design can extend to your digital and print marketing materials. According to Atlanta Printing and Graphic Design Company (atlantagraphicsandprinting.com), graphic design can help brands create trust with customers and sell more.

Often, businesses make the mistake of thinking that print and digital marketing should compete with each other. Instead, it helps to view them as complementary tools in your marketing plan. Each mode of marketing will resonate with different demographics in your customer base. Recognizing this means you can also capitalize on it.

For instance, three in four Americans get their news from social media. However, closer inspection reveals that adults who are 65 and older are five times more likely to subscribe to print than digital, according to the American Press Institute. Similarly, younger adults aged 18 to 34 years old are equally divided when it comes to print and digital. Doing your research with the help of market research companies on your demographics helps in market segmentation, and also means you can tailor your print or digital marketing to a specific audience. A good example is a recent report where brand marketing to seniors was questioned for its often condescending approach. Factor in your industry logistics when deciding on what medium to use. For instance, billboards are more effective with road travellers if you’re in the restaurant industry.

While there are perks to embracing digital marketing for your business, there still remains a very valid place for print advertising in the marketing world. Getting the balance right can be a tricky thing – and often varies according to business, timelines and trends. But with a few basic ground rules, businesses can tap into the benefits of both – even in the digital era.