You get the MOST advertising bang for your buck when you integrate print and digital.
This campaign just showed you how!
When you combine print and digital advertising, you can cover all of your marketing bases and deliver a more holistic advertising strategy. In addition to reaching your entire target audience, you’ll deliver a personalized experience. The key is to determine the best way to go about it for your business. Both advertising methods have strong pros and cons on their own, but wouldn’t it be great if you could capitalize on the pros of each by doing both as a collaborative, cohesive campaign that draws interest from all directions? You can boost the benefit of each by getting them to work together for even better outcomes. You can not only make the most of both approaches, but encourage cross pollination across media, driving and tracking consumers from print to digital and vice versa. The key here is to make sure your campaign is cohesive—that is, your printed materials should mimic the look/feel/style of your social media and internet campaigns so that it promotes brand recognition. Everything should work together and if it does, you will have a successful campaign.
You received this email and clicked on a link to get a special PRINT offer. In this example, we have used a digital campaign than corresponds with our print campaign to create new business and the fact that you are here reading this proves that it's working!
Combining print and digital advertising can create
Increased brand awareness – Every marketing campaign needs to start with a brand strategy, especially in the digital landscape. Your marketing strategy needs to revolve around consistently following through on your brand promise, to intensify customer experience, across all of your print and digital ads. Through including both types in your marketing campaign, you’re augmenting your channels and differentiating the ways to reach specific audiences with your key messages—which lead to increased brand awareness.
Broader audience reach – Expanding your advertising efforts beyond only print or only digital gives you a broader audience reach. Each medium has its own distinct audience profile. It’s no surprise that digital channels capture a younger audience, while print appeals to an older demographic. If your target audiences are varied, both print and online advertising are the answer.
Amplified calls to action – Print ads can drive digital marketing efforts, by including calls to action (CTA) such as website addresses, social media URL, QR codes and hashtags. Using this approach, you can easily track the results of your print ad campaigns. You also will be extending your audience reach and exposure to your digital marketing channels. Make sure you have strong CTA on all of your print ad campaigns that direct readers to a landing page. You even can run split tests, between two different landing page versions, to determine which one converts better.
Here are ways you can maximize results by combining print and digital advertising:
QR codes are making a comeback since they have evolved drastically in their capabilities over the last few years. They are a brilliant was of building bridges between your printed marketing and the online space. With consumers scanning the codes or entering the URLs on their smartphones at the same time they are consuming the printed material, not only can you drive traffic to your online campaigns but you can track cross pollination and harvest some interesting data on your users, such as when and where they are interacting with your printed material. QR codes in particular allow you to get really creative and can be printed onto practically anything that has a desired outcome (ie, you clicked this QR code to see this content, didn’t you?).
Explore the possibilities of variable printing
Variable printing has actually been around for some time and is a technology that allows you to personalize graphics and text as you print them, without slowing down the print process. This is perfect for direct marketing drives where you have data on your intended recipients. An effective use of variable printing could be using it in conjunction with a social media campaign in which you encourage subscribers to sign up for free goodies and, on occasion, marketing materials.
Leverage social media
Social media remains the single most effective digital tool for reaching a lot of people in a short period of time. If you’ve cultivated your followings then social media can act as the perfect jump board for launching your printed marketing campaigns. As mentioned, this can be perfect for traffic flowing from print to digital but it can also be used to push traffic the other way.
Constantly seek feedback
One of the problems with the crossover from print to digital is in getting useful analytics. Despite some of the methods discussed here, this will always be a problem (it can often be a problem with 100% digital campaigns). The simplest strategies can sometimes be the best strategies though and so actively asking consumers what prompted them to visit your website, social media page or even pick up the phone by constantly seeking feedback is always a good start. If you find people are not willing to give up thirty seconds of their time to tick a box then try incentivizing them by offering deals, competitions or access to exclusive content.