In this increasingly multimedia-oriented world, brand growth through a variety of platforms is crucial for companies that aim to stand out from the masses. While most new startups target an online audience, the playing field is so large these days that it is harder to be recognized by using a digital-only marketing strategy.
This is not to say that using the Internet to gain traction is not a good thing to do. SEO is a proven way to generate interest, and email marketing has its merits, as well. However, only utilizing a single medium creates severe limitations for new companies, which is why it is important to run multimedia campaigns. The use of print-based marketing, specifically, can create strong relationships with potential clients and engage the target audience in a visceral way that digital cannot match. By taking a multifaceted approach, you can best establish your brand and achieve growth.
Digital companies are moving offline to best capitalize on target demographics
AdWeek writer Emma Bazilian noted that a number of Internet natives are starting to take their content to print. Retailers such as Jack Threads, Rent the Runway and Birchbox are gravitating toward producing traditional catalogs, despite being born and bred in an e-commerce setting. Other digital publications, such as One Kings Lane and Editorialist, have also embraced the trend and seen increased online traffic and sales, Bazilian said.
The idea is to target those consumers who are less tech savvy than the traditional online retail client base. Targeting different demographics is a way to achieve strong brand growth as you expose your company to previously unfamiliar audiences. If the end goal is to expand, then there is nothing to be accomplished by limiting yourself to a single platform, whether it be digital, print or otherwise. Most marketers are only interested in younger consumers, as they attempt to create longstanding brand loyalty and relationships, but this strategy ignores a huge percentage of the world's population that can still be a source of revenue for the foreseeable future. For those who are not digital natives, print advertising is perhaps more comfortable and welcoming, which creates a sense of intimacy with the consumer.
Startups should not constrict themselves by ignoring different media
Gardner Business Media suggested that even in the digital age, in which most new companies begin on the Web, print still plays a big role in developing brands. The source asserted that an integrated marketing strategy is important for the facilitation of business growth, as multimedia campaigns can drive traffic and revenue.
Gardner noted that print is more effective in transmitting complex messages, due to the natural tendency for people to read more thoroughly in the format. It is also conducive to direct sale: Citing a Magazine Publishers of America study, the source reported that while online marketing increased purchase intent by 13 percent, the use of print led to a spike of 56 percent. This figure indicates a substantial advantage to employing print marketing, considering that it greatly outperformed the purchase intent rate of its digital counterpart.
For more established companies, AdWeek stated that customers really appreciate receiving a tangible piece of their favorite brands. Distributing physical publications or catalogs or even just mail fliers can help promote brand loyalty and keep consumers coming back. Newer businesses can certainly benefit from these practices, as well.
Print is a component of brand growth that is often overlooked in the contemporary market, but recent trends seem to indicate that it is, in fact, a vital part of the process. Marketing is not comprehensive when employed on a single platform, so the best way to achieve greater company expansion is to embrace integrated, multimedia campaigns.