Is print a dying marketing medium? Inspired by digital marketing’s encroachment upon traditional print marketing, many have asked a version of this question. The answer is no, but there is a caveat. Both print and digital marketing are key components of successful 21st century marketing campaigns. It is not necessary to sacrifice one channel in lieu of the other. Far-reaching, effective campaigns include complementary integrations of both print and pixel.
Baby Boomers and Generation Xers are loyal to print media and generally prefer tactile marketing interactions. Millennial’s embrace print and digital marketing. Generation Z primarily consumes digital content. Successful marketing campaigns can satisfy the preferences of these multiple generations. By narrowing your marketing efforts to a single channel, you run the risk of missing potential customers or donors. Interacting with your target market using multiple channels increases brand recognition and helps foster brand loyalty.
In order the get your message out to the greatest number of people at the lowest cost, direct mail is still the way to go. However, in order to maximize and reinforce that message, a digital component is worthwhile. There are several digital avenues for complementing your direct mail campaign. Consider the following options:
• Conduct Informed Delivery® interactive campaigns. This is a feature offered by the USPS® that allows customers and prospects to preview your mail piece before it hits their mailbox. Custom images, known as Ride-along and Representative images, extend the mail moment and call the mail recipient to some pre-determined action.
• Incorporate a URL or QR code on your mail piece to encourage web traffic. Make sure you have dynamic landing page to reward your visitor for continued engagement.
• Keep your website up-to-date. There is nothing that will stall web traffic like a boring website. Keep your site fresh and informative. For the sake of continuity, it’s advisable that your printed promotions are replicated on your website, mobile app and social media.
• Mobile apps are being creatively employed by almost every business sector; profit and non-profit. Billions of smartphone owners use mobile apps daily for information, entertainment, shopping, giving, etc. Mobile apps are a great way to personalize customer (or donor) relationships.
• Social media platforms are used by almost 70% of Americans. The most popular are Facebook, Instagram, Twitter, Pinterest, Snapchat, YouTube and LinkedIn. These platforms all provide free accounts and paid advertising. Decide which platform(s) will best increase your business’s visibility and take advantage of this cheap and effective marketing tool.
The marketer’s goal is always to move a prospect through a sales process successfully. Invest in one or more of these low-cost digital tools to broaden your marketing efforts to greater impact that process. The tools listed above are not an exhaustive list. The digital world is continually evolving. Challenge yourself to think beyond the “tried and true” methods and step out to create a union of advertising media that will produce brand awareness and sustainable sales growth.
