The digital landscape is a constantly shifting one and the reliability and efficacy of any one platform or strategy can never really be taken for granted. From SEO to social media marketing we’ve seen a raft of new platforms and new approaches emerge, with emphases constantly shifting from one tactic to another. These shifts are often related to the evolution of these platforms, the rapid emergence of new ones, as well as Google’s dreaded algorithm updates.
Print marketing on the other hand has been around for a lot longer (centuries, in one guise or another) and despite some digital marketers’ claims to the contrary, print is not dead. Far from it in fact, with studies estimating that print still a significant chunk of overall marketing spend, coming in behind TV ($78.8bn) and digital ($52.8bn) in the US in 2015 at $27.9bn.
A versatile marketing strategy
A marketing strategy that chooses to focus solely on digital, at the expense of your print marketing budget, is potentially missing out some huge cross-media benefits. In some circumstances people will appreciate that your brand is active on social media, but at other times they might crave the tangible glossy feel of a printed advert or the personal touch of a piece of direct mail. In other words, it’s not just about having a presence in digital or print, but having a presence that is versatile and spans media.
The problem with running side by side print and digital marketing campaigns is that they often end up working in silos instead of together. Fusing isn’t always easy, but getting it right can boost the reach and efficiency of your entire marketing campaign.
Strategies for Success
Such is the dominance of digital marketing these days, many companies may not even have an existing print marketing strategy. This doesn’t necessarily mean bringing in new talent. Most web designers have all the requisite skills required to make the transition from digital to print marketing, with a little bit of practice and guidance. If you don’t have any designers in-house then there are plenty of design agencies out there that will specialise in both print and digital marketing.
Below are three fundamentals to help you maximise both marketing media channels:
- Cross pollination
- Use CTAs across media
- Track media crossover
Printed and digital media have different things going for them and both can be effective with different people at different stages in the sales funnel. Understanding how best to link them up, won’t just see you reap the benefits of both approaches; it will help you create a unified multi-channel marketing presence that is far greater than the sum of its parts.
By Chris Holloway, Managing Director of Manor Printing