Digital marketing is all the rage, but with the great amount of noise generated by the endless barrage of messages being sent, it can be hard for consumers to identify brands in the midst of this confusion. Despite its prevalence, online marketing might not actually be the most shrewd way of developing a successful campaign.
In this case, supposedly outdated methods can be utilized in order to cultivate relationships with potential clients. Print has proven over time to be an effective and consistent way to appeal to an audience, and tends to lead to higher levels of appreciation among recipients. Success in print marketing can be attributed to the engaging nature of a tactile product, which can help create a dialogue with customers.
Below are a few ways that companies can use print marketing to diversify their content production and establish their brands in the eye of the consumer.
1. Create a product that will impress your audience
Mimeo suggested that a core aspect of delivering a memorable piece of content to consumers is education. Presenting industry news and product trends to the audience can help establish thought leadership, which is a potential method for expanding brand recognition. Storytelling, rather than bombarding the audience with your products' attributes, is an effective way to build relationships, the source said. In addition, using high-quality materials and aesthetically pleasing pieces can help develop a sense of intimacy with the customer, which can lead to long-standing dialogue and, potentially, a series of recurring transactions.
2. Don't be intrusive – give your audience some space
IDEAlliance contributor Richard Dannenberg offered a personal anecdote that displayed the potential negative aspects of marketing. He referenced an email he had received, detailing an offer for "New Super Jobs at Home," the likes of which he had never subscribed to. He noted that spam emails such as that one give marketers a bad name, but also said that there are ways to discern when it is inappropriate to distribute content to consumers.
The two parameters Dannenberg established are related to privacy and subject matter. If initiating contact with the recipient was not specifically consented to, then you are being intrusive and should take his or her name of the mailing list. Additionally, if your content is boring or of little value to the consumer, why are you even sending it in the first place? These two considerations are simple ways to determine whether or not you are distributing effective marketing materials.
3. Engage the consumer with thoughtful information
Mimeo cited a study from a Norwegian university that found a striking disparity in the levels of comprehension achieved by students reading the same content across a variety of media. Essentially, students who read the text on a screen did not retain and fully understand information as well as their classmates who were presented with print materials, the source summarized.
So, how does this tie in to marketing? Mimeo argued that one can extrapolate the findings and apply them to the medium through which content is distributed to consumers. If an individual receives an email that contains industry news or advice, they would arguably be less likely to remember the information they read than someone who received the same text in a hard copy mailing. Mimeo noted that the ability to hold an object and reference it can create a heightened sense of engagement with the product.
In addition, as was detailed above, so many companies are using digital marketing that it is hard to achieve the desired effect of creating a brand dialogue with consumers. However, a print strategy can help to better engage with the potential clientele and to stand out among the masses.