Print marketing has been changing alongside the evolution of technology in the modern age. Demonstrating this effect, Time Magazine has offered a new digital option for advertisers in its print version. According to Advertising Age, Time Inc. now allows marketers to buy print advertisements with the same kind of technology used to buy digital ads.
The print industry may learn from new strategies like this, as Time is now able to market to specific audiences through intelligent automation. Despite the war between print and digital, the print industry should not fear technology, since distributors can gain great insight into their audience and potential customers.
Automation within print marketing
Advertising Age reported that the automated marketing helps marketers place the best advertisements they can in the magazine through analyzed data. This means the ads 40-year-old women are receiving in their magazines are entirely different from the ads 20-year-old men will be viewing in their own.
Media agencies can use the automation program to select the section they want their printed ads to be in. The source also reported they can ask to be placed specifically among particular content. Target was one of the first to use this program with Time.
"Our overall strategy is to use automated marketplaces as a way to alleviate some of the work we have humans doing, so they can do more custom content integrations," Kristi Argyilan, Target's senior VP of media and guest engagement, told Advertising Age.
Big data analytics for the print industry
Digital and print are becoming more integrated as the corporate world finds new ways to achieve goals with both characteristics. That has not deterred the print industry whatsoever. According to a post on the blog What They Think by Dr. Joe Webb, an economics expert, the print industry was up by $175 million in January with an average growth of 2.5 percent.
Webb recommended print distributors use this time of stability as a chance to regroup and find strategic ways to market themselves. They should also focus on offering products through traditional print and advertising. Specialty products integrated with digital media can be refreshing for customers, so distributors should not fear offering them.
Following after Time, distributors should also consider using big data to analyze their marketing strategies. Big data pulls in insights from analytics performed on consumers to determine what they want out of the companies they interact with. Organizations should use this information to innovate their strategies and create better marketing tools.
Innovation and creativity for paper distributors
There is often some hesitation about using big data and software to decide marketing strategies. However, the programmatic exchange Time uses does not take over the sales or marketing department.
"This doesn't replace the salesperson," Andy Blau, senior VP and group general manager of ad sales at Time Inc., told Advertising Age. "What you can't do with programmatic is big ideas across multiple platforms."
With the print industry at a stable plateau, it has the opportunity to reform its advertising strategies through new technology. Technological innovation keeps customers intrigued and encourages creativity in businesses.