Print might not be the preferred marketing medium these days due to the rapid digitalization of just about every facet of information consumption, but this does not mean that it cannot be effective in attracting new clientele. While marketers shift their focuses to Internet ads, emails and clickbait, there remains a certain value inherent to distributing a tangible product that cannot be replicated electronically.
Digital marketing is generally cheaper and makes it easier to reach a larger volume of people – the Internet has opened new opportunities to allow advertisers to cast a significantly wider net than they could with direct mail or periodical ads. However, achieving high levels of ROI is hardly exclusive to a digital format. Examples of successful print campaigns are in abundance, even in the midst of the electronic firestorm.
Integration of marketing channels has proven to be lucrative
Bernadine Buys, vice president and customer operations manager of Clear Creek Communications, wrote in a piece for the NTCA that her company has enhanced its marketing returns by employing a campaign that is consistent across multiple channels. She noted that CCC used a combination of fliers in bill statements, newsletters, television ads, emails and targeted direct mail to create a comprehensive approach that yielded positive results.
The goal of expanding the company's triple-play bundle subscribers was met and exceeded – CCC doubled the size of its constituency during the period in which it heavily marketed in a multimedia package. Buys pointed out that the telecom provider tracked the effectiveness of each initiative by asking customers how they had heard about the promotion while making the sale. Surprisingly, she said, print marketing was the format which directly led to the majority of sales. While it cost the most to produce, Buys suggested that print was integral to the process and had the best returns of any medium.
She advised that using customer data to target and personalize marketing toward a specific audience is a way to maximize the effectiveness of a campaign. Another crucial component is aesthetic appeal – consumers are drawn to well-designed, visually appealing content. Engaging with the audience through the use of QR codes and links to social media accounts on the print product can lead to positive returns, as well. Perhaps the most important aspect of the process, according to Buys, is effectively tracking your results. Embarking on a new campaign is fruitless if you don't know what you're getting out of it, and you might be deterred by the initial price of print marketing, but data shows that it can be lucrative in the long term.
High quality content can lead to high ROI rates
Digital Lion dismissed the idea that print marketing is dead, and instead argued that it remains an effective medium due to one of its inherent advantages over digital alternatives – its tactile nature is engaging. The source advised that your brand can be established in the eyes of the public by your marketing materials and so it is imperative to have a well-designed company logo, along with appealing graphics and organized information. Building brand recognition and establishing a credible appearance can be effectively accomplished using print marketing.
Standing out from competitors is crucial, and one way to do this, according to Digital Lion, is to use print. Everyone uses digital media to advertise their products and services, but many do not use direct mailings or ads in publications anymore. This can be an advantage for those who choose to employ print marketing in an integrated strategy, and many consumers still prefer the tangible feel of a piece of paper.
Object permanence and compelling content can contribute directly to a potential customer seeking out further information regarding your organization's offerings, the source said. If a print ad can lead a recipient to read about the company online, or go directly to the website, or follow one of its social media accounts, then the marketing has been effective. In this case, Digital Lion asserted, "out of sight, out of mind" is a very pertinent saying – digital marketing can be discarded without even being opened with the click of a button, but a print ad must be picked up and looked at to be disposed of.