Online marketing has become one of the most saturated, competitive and, to be real, critical aspects of brand management among a wealth of industries in the past few years, while many have hailed this capability as leveling the playing field between larger and smaller businesses. However, simply because online marketing is an option does not mean decision-makers can completely throw out the use of traditional advertising strategies, including print.
In many regions of the world, print is still the champion of marketing investments, especially given the relatively high conversion rate that direct mail, periodicals, newspaper postings and other methods can yield compared to television and digital channels. When looking around the Internet today, it is not all that hard to find plenty of experts stating that one is better than the other, arguing that a business can simply put all of their chips on one number and expect to reap a wealth of financial benefits in the long run.
However, what is somewhat difficult to discover is a well-thought out proposition that highlights the merits of comprehensively managing the brand across a wealth of channels. After all, the name of the game is identifying as many prospects as possible, delivering content and advertisements to them through their preferred mediums and converting them to loyal customers, and this cannot be achieved by only focusing on one form of marketing.
Social and print: Match made in heaven?
Entrepreneur Magazine recently explained some of the reasons why companies should consider bridging the digital-physical gap through the integration of social media and print marketing campaigns, affirming that these two mediums can be viewed as "two sides of the same coin," rather than completely disparate matters. According to the news provider, one of the main perspectives all companies need to maintain is that the race for brand visibility and loyalty is a fierce one, filled with plenty of competitors that are relatively similar to one another with respect to the products and services they offer.
As such, leaders need to recognize the merits of being bold, unique and creative in their creation of marketing strategies, otherwise they will fail to separate their products and services from those of their competitors, instead simply adding to the clutter on the Internet and in the market. With respect to the ways in which social media and print can be used in concert to achieve this type of differentiation, the source first suggested leveraging the digital tools to complement any physical publications that are in circulation today.
This is one of the main themes in marketing that many companies miss out on, in that the comprehension, consistency and cohesion of various programs – regardless of which mediums they might be sent through – will separate a firm from the rest. As such, leveraging a strategy that uses social media and print in a way that strengthens each of the pursuits' performances can lead to stronger outcomes down the road.
Entrepreneur Magazine went on to affirm that direct mailings, such as those that include bumper stickers or other branded items, can be complemented by social media through the communication of these initiatives over the Web working to get more individuals interested in signing up.
It can appear as though this type of convergence between online and offline marketing strategies would be simply too difficult to achieve and manage, especially in the fast-paced industries of the modern era. However, businesses can absolutely achieve optimal performances in these regards so long as they persistently and diligently move through the initial and later stages of deployment, working to ensure that consistency is maximized and control of the brand image is in a healthy position.
This is not to say that marketing should be a homogenous ordeal, as different types of tactics will work better among varying advertising channels and mediums, but that the core brand image needs to remain in tact regardless of how consumers are receiving the information. By beginning with a sound print marketing plan that incorporates all the best practices involved and then building out the initiative to include digital ventures, companies stand to gain a wealth of customer attention in the coming years.