Digital marketing has appeared to be widely viewed as the future of advertising in business, but this can be a bit misleading when considering how traditional, paper-based campaigns are still holding weight with modern consumers. Businesses cannot necessarily afford to completely balk at online marketing programs, but should instead consider the merits of supporting these ventures with older methodologies to boost brand visibility and client retention.
Three tactics of note are still somewhat critical to marketing programs in the private sector, and especially among smaller businesses that focus on localization to drive their revenues rather than globalization. Consider keeping these three going strong with a print marketing strategy:
1. Mail marketing
This type of campaign is not only reserved for the grocery stores of the world – though they might be the most common users of snail mail marketing assets. Rather, all businesses will likely reach a time or an objective that demands marketing collateral be sent through the mail.
Inc. Magazine argued that the most common situations that lend themselves better to snail mail and email marketing involve specialized targeting of decision-makers in business-to-business sales, promoting a special event locally or reaching out to brand new prospects. Because email will tend to get lost in filters, especially when the campaign is the first time a recipient hears about the business, snail mail is still a powerful tool in the advertiser's shed.
2. Pamphlets and coupon books
Also sent through the mail, but potentially useful for handouts and in-store advertising initiatives, pamphlets and coupon books can be highly effective paper-based marketing assets in today's industries. One study from GfK Custom Research and News America Marketing found that consumers are still largely driven to purchases by coupons acquired through paper-based distribution measures, with 70 percent of Americans falling into this classification.
"While consumers continue to adopt digital savings tools, this study reaffirms the value of the traditional print FSI," News America Marketing Vice President of Marketing Research Mark Peiser explained. "When you look at the numbers, you can see that print coupon redemption rates still dominate consumer savings."
Suffice it to say that virtually all businesses can capitalize on the widespread preference for paper coupons by launching a relevant marketing campaign. The researchers noted that nearly two-thirds of millennials – or the younger, generally tech-driven generation – are actively engaged in paper-based coupon utilization.
Many companies have turned to the digital landscape to distribute their corporate newsletters in the past few years, but this means that leaders have a less saturated marketplace to work with when using paper-based materials. Newsletters are great for keeping customers thinking about a given brand, and in the know about goings on across the businesses they frequent. Emailed newsletters can be tricky to measure and track in terms of engagement.
Companies that craft a strong newsletter strategy based in mail and paper can excel in the traditional landscape by targeting specific clientele and keeping their collateral highly informative.