Marketers have taken to prioritizing digital formats in recent years, due largely to the massive – and constant – expansion of the Internet and its various channels of communication. Numbers-wise, you can obviously reach more people while exerting less effort through this medium due to the nature of the online realm. Emails and border advertisements are sent out en masse, not necessarily aimed at individual targets, but simply attempting to cast as wide a net as possible. The more people who view your content, the more likely you are to gain customers. Right?
Well, sort of. While it's true that digital marketing is more accessible given the ease of distribution, it is not guaranteed to be all that effective in terms of ROI. Sure, you can be seen by huge numbers of consumers, but when they are being bombarded with ads and promotional emails by every company under the sun, it's really quite hard to get an impactful message across and stand out from the crowd.
Ironically, one of the ways your business can establish its brand best is by employing an oft-ignored method of marketing: good old-fashioned print.
Print is relevant and makes you recognizable
Entrepreneur contributor Katherine Halek offered a counter to the notion that print marketing, in the form of direct mail, fliers, newspaper and magazine ads, etc. is outdated and not worthwhile. On the contrary, she said, there are a variety of great ways to promote your brand via print. You can really establish legitimacy among your audience by distributing physical content, and it helps you stand out by virtue of putting in the effort to create something real.
Business 2 Community suggested that reading from a piece of paper is a more visceral experience for consumers than doing so on a screen, simply because they can touch it and more aptly connect with it. The senses – all of them, not just sight – are stimulated when people hold something in their hands. Print grabs attention in a way that digital inherently cannot – people are far more likely to pick up and at least skim an advertisement they receive in the mail than one they come across online.
Print can help support your online initiatives
With all that being said, you certainly shouldn't ignore the digital world in today's business climate. The most effective marketing strategies integrate a variety of media platforms. You can create a more personalized message through print, B2C said, but what is really important is to grab the audience's attention to the extent that they become interested in learning more about your company. Draw them in by offering exciting, engaging and relevant content, and then encourage them to find out more.
The best way to provide easy access to further information is to use print as a way to lead potential consumers to your online resources. Including social media links and website URLs are effective ways to bridge the gap between print and digital, but perhaps the most effective way to do so is through the use of QR codes, Halek recommended. This versatility shows that you're both tech savvy and invested in connecting with clients on a more personal level than the competition. And QR codes allow for direct access to online content, eliminating the hassle of having to find your social media accounts and websites manually.
The modern marketing game is all about accessibility. When prospective customers feel more comfortable and at-ease with your company, they will be more likely to use your products or services. The use of print to create a more personal appeal is a great way to engage your audience and get them interested in the pursuit of additional information.