“Print is Dead!”, shout some digital evangelist, but not so fast should we accept this statement. As we approach the thirty year anniversary of the world wide web (www), let’s recognize the continuous beating printed media has taken over the decades and survived.
Both printed and digital media are essential components of marketing campaigns used by small and large businesses. In this article, we will discuss how printed materials still have a place and can be effective in current marketing campaigns.
Digital and Social Media
Some of the most well-developed advertising campaigns regularly appear on digital platforms. Youtube, Social Media (Instagram, Facebook, etc.), and Search Engines have all become a marketplace for both brand building, and product or service advertising.
When compared to traditional (print) media, digital media consistently outperforms it in a world that is becoming more and more connected.
That said, both small and large businesses are wisely investing the bulk of their advertising and promotions budget into digital marketing campaigns.
While this is a wise move, according to Clash Graphics, the genius move is to utilize cheap printing and promotional materials in a way that compliments and directs traffic to a digital campaign.
Print Media – Direct Mail and Direct Response Marketing
Billboard and direct mail effectiveness continue to rise amidst the declaration that “Print is Dead.” There is still a portion of the population that responds well to something they can touch and act on without the use of a computer or phone screen.
Direct mail campaigns offer the advertiser a way to target their potential customer much more effectively. For example, consider receiving a printed flyer stating ”Bill, your 1960 Chevelle may be the most valuable car in Atlanta! Find out by visiting www…” The more data you possess about your customers, the more personalized and effective a campaign can be.
With minimal investment, personalized print campaigns can complement digital campaigns and leverage incentives to drive online actions. These two media can and should work together to create an effective and seamless chain of actions taken by the customer.
In direct response campaigns, you are leading your consumer through a series of actions. “Watch this video & get a free gift.” At the end of the video appears “Click Here” and the consumer fills out their contact information to receive their gift.
Keep in mind that direct mail and direct response marketing aren’t always about getting people to spend money immediately. Sometimes, it’s getting them to take one action which leads to another action, eventually converting them into customers. Watch this video to learn about direct response marketing and a technique that you can implement right away to increase your sales:
Now that you know more about direct response and inciting action, you can see how valuable the space of media like signs and billboards are. Billboards are a great example of printed media designed to capture attention. Although to their fault, most billboards do not offer a specific call to action, thus can be an expensive print ads. Similar to online banner ads, billboards must be to the point and provide a clear and easy action that when taken will result in a substantial enough benefit to the action-taker.
Printed Media vs. Radio vs. Television vs. Digital Media
“Fight of the century!” In a way, that is precisely what it has been. In the late 19th and early 20th century, the onset of the radio, and eventually television threatened newspapers, magazines, and print-based marketing strategies.
Soon, however, even TV would meet its match. The digital age came to be, and now in the 21st century, everyone has access to nearly every type of information (from their phones and mobile devices). But somehow, print media remains relevant, useful, and highly practical.
Intelligent marketing campaigns utilize all forms of media within their funnels to capture the interest of potential customers. And they recognize, there are segments of the market using each type of media, and your job is to meet them where they are, and seamlessly introduce them to the benefit of doing business with you.