Why Print Should Still Be Part of Your Integrated Marketing Strategy
No debating here- print SHOULD still be a part of your marketing campaign. We’re not saying ditch social media ads or skip on email campaigns. We’re talking a happy medium of print and digital marketing- this is integrated marketing. It’s the best way to see a return on your investment and let’s be honest, that’s what we’re all after! How and why is print still relevant and how do digital and print work together? THESE are the questions.
Reach a Broader Audience with Print
Print reaches our newspaper and magazine readers- this we know. But contrary to what some may think, it also appeals to our digital and device-loving generation! According to MarketingProfs, 92% of 18-to-23-year-olds prefer to read print over digital. Print has its place with all generations and shouldn’t be pushed to the back burner.
Print Enforces Credibility
People trust print. Print carries with it a certain authority and has shown to be more trusted when a consumer is looking to make a purchase. Consumers have become trained to gloss over digital ads and to be skeptical of online product claims. This is not to say that digital ads aren’t effective- but they are more effective when used in conjunction with print marketing strategies. Think about it: if you’ve only ever seen something online, it’s easy to think it’s too good to be true. The impression is different when a consumer sees your product in a magazine, receives a mailer, and then sees it pop up as a search engine ad. A potential buyer will see your product as legitimate and be much more likely to purchase. The key is making sure your brand identity is consistent from print to digital- this is called omnichannel marketing.
Touch Your Brand & Style
Print allows consumers to literally feel your brand and style. This is an opportunity to be creative, unique and memorable. One great example of this is a luxury furniture company that utilized HIG’s services to design direct mailers that portrayed the style, feel, design and brand of the company. Showcasing your brand can include using embossed envelopes, thick paper, classy designs and much more. After the luxury furniture store leveraged these tactics, HIG completed a case study. The company reported a direct correlation in increased foot traffic and sales following the direct mailings. You can generate this magnitude of success with your brand! Be creative and think outside of your computer-screen box!
Bringing it All Together
Print deserves a position in your marketing mix. The Institute of Practitioners in Advertising reports, that adding press or direct mail to a marketing campaign boosts effectiveness by 15% and 10% respectively. The best thing to do for your business is to implement a balanced marketing strategy that includes print and digital. If this seems like a lot to take on, reach out to the excellent team at Higher Information Group. HIG specializes in determining the best combination of marketing strategies for YOUR business. Handling everything from strategizing to implementation, HIG makes the process simple!
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