Print marketing may be able to fill the gaps where digital efforts aren't cutting it. Marketing Profs cited a report by Ascend2 that demonstrated the shortcomings of digital marketing success. Over 60 percent of the 333 digital marketers surveyed indicated that their company's digital campaign is only somewhat successful, which could mean it's time for them to integrate print or migrate to it altogether. Here are some of digital's inadequacies that can be supplemented with print efforts.
Overall strategy failures
The biggest challenge, as stated by the report, was the lack of an effective strategy. Over 50 percent of participants felt this was a shortcoming. The strategy is the foundation for a marketing campaign. Issues in this department could occur for a number of reasons. Perhaps the plan isn't multifaceted, meaning entrepreneurs aren't tapping into enough resources or channels to sell a product. The respondents were utilizing mobile, blog, social media, search engine optimization, email and more digital platforms, which could demonstrate a lack of print efforts.
Perhaps distributing flyers, catalogs and other print products could offer business leaders the variety that their companies crave. These efforts have proven to be successful and work well with digital channels. Retailers in particular have touted the benefits of print catalogs. Many organizations that are strictly Web-based turn to these page-turning product booklets as a way to drive sales and reach a broader audience.
Inconsistent and unrealistic
E-commerce clothing company Bonobos told Crain's New York Business that it used a 52-page catalog to promote business during the holiday season. Vice president of the company Craig Elbert told the source that Bonobos isn't afraid to use a channel that might seem too old fashioned. Print catalogs allow the company to tell more of a story with the photo shoots, he added.
Catalogs and flyers when distributed properly are typically consistent and realistic, which are two important elements of a successful marketing campaign according to Forbes. Consumers can count on them to convey the products appropriately and they can also expect to open their mailboxes and see a catalog with the change of every season, week or whatever rotation a company may operate on.
Can't determine ROI
Aside from concerns with overall strategy, the report by Ascend2 also highlighted digital marketing's shortcomings when it comes to budgeting. Inadequate funds will likely correlate with difficulties determining ROI. This means that business leaders will be investing in content marketing, invest some money but also not fully be able to understand if these efforts are even making an overall difference.
To help determine if a campaign is successful, entrepreneurs should be able to determine the ROI. Otherwise they'll be blindly trying out new things without learning what works and what has to change. Print marketers are able to learn if a catalog, flyers or any sort of product is working based on the amount of sales, consumer feedback and other interaction that follows its distribution.
When it comes to marketing strategy, print may be able to assist companies that are struggling to implement a budget strategy and lack consistency. If organizations don't take action to figure out how to go about marketing and get an ROI on it, they could end up wasting money and time – two resources no business wants to lose.