In a world inundated with digital content, it is common knowledge that print media holds a distinctive level of trust and authenticity in the perception of consumers. This trust serves as a potent asset for businesses aspiring to exert influence over purchasing decisions.
Nevertheless, the synergy between print and digital media within your marketing strategy yields the most favorable outcomes. This collaborative approach extends your outreach, fortifies brand recognition and nurtures trust, amplifying its impact across every stage of the buyer’s journey.
The most effective marketing strategies are not one-dimensional; they are a fusion of multichannel activities. Undeniably, digital marketing offers advantages like localization, personalization and multimedia integration, which print cannot replicate. The true potential emerges when these two forces unite.
So, here are five ideas on how to harness the combined strength of digital and print to enhance your marketing efforts:
1. Harness the Personal Touch through Print
When was the last time you were pleasantly surprised by a company sending you a printed postcard? It may have been a while. But it is important to consider that these traditional techniques are a powerful way to grab clients’ attention. Print often excels at making information more accessible, memorable, and usable when presented on paper as opposed to electronic devices.
Not only are they eye-catching, but research in publishing reveals that people are more receptive when reading newspapers in print than when consuming the same content on a screen.
2. Bridging the Digital Divide with Print
In a world inundated with spam emails, relentless pop-up ads and the omnipresent barrage of distracting ad displays, print media offers a refreshing escape. As ad blockers gain popularity and people pay a premium to enjoy ad-free streaming services like Netflix, YouTube and even Instagram, this is a vital consideration for shaping your 2024 marketing strategy.
Print also champions accessibility in multiple ways. It extends its reach to visually impaired consumers, ensuring that nobody is left behind. Ignoring this audience could be a missed opportunity.
3. Uniting Print and Digital with QR Codes
From flyers to menus and even product labels, QR codes are everywhere. People are rapidly embracing QR codes as the key to unlocking exciting sales deals, exclusive offers, gated content, special promotions, and more.
Brands also have harnessed QR codes to guide potential customers to their social media platforms seamlessly.
4. Using Print as a Stepping Stone to Online Content
Competitions, giveaways, irresistible sales and promotions are good ways to guide potential customers from the pages of a brochure or magazine to the online checkout within minutes. If your goal is to draw people to an event or story, printed materials act as inviting reminders, pinned to your fridge or propped up on your desk, making them much harder to ignore than email reminders and pop-ups.
While digital dominates in today’s marketing landscape, it is essential to remember that not everyone is perpetually online or has the time to engage across multiple digital platforms. Print can, therefore, act as a dependable bridge, connecting you with a broader audience. Furthermore, print’s accessibility transcends generations, making it user-friendly for various age groups, particularly seniors.
“The most effective marketing strategies are not one-dimensional; they are a fusion of multichannel activities.”
5. Take a break from Digital Overload with Print Media
Today, consumers are bombarded with a relentless stream of digital advertisements, causing what is commonly known as “digital fatigue.” Research indicates that while participants swiftly process numerous digital messages, they spend more time savoring individual print ads.
Even marketing powerhouses of the digital landscape recognize the value of print media as a crucial element in their marketing strategies. Print content can be a useful tool to attract customers to online competitions, landing pages and social media while also infusing a unique value into digital assets that’s hard to replicate online alone.
Multi award-winning marketer and academic Anna Stella founded BBSA in 2012. With a strong background in services marketing, B2C, B2B and nonprofit, she has a proven ability to lead marketing, business development and product initiatives that deliver major revenue growth. With over 2,100 clients and growing, BBSA helps businesses grow and expand their legacies through innovative marketing. For more information, visit www.bbsa-marketing.com
