Digital vs. Traditional Media: The Right Answer Is Both
A knee-jerk reaction in this era where the internet has become the primary outlet for information dissemination is to abandon print marketing. Digital ads are cheaper to create, easier to manipulate, and have some analytics tools that are really cool. So should we marketers abandon all print? No. In fact, now is the time to invest in print advertising and direct mail, using it in conjunction with digital outlets for a cohesive marketing campaign.
Print is more valuable than ever
Some businesses have chosen to abandon print completely, meaning there is less print advertising on the market right now. The cluttered mailboxes of yesteryear are now the cluttered inboxes and spam folders of today. Consequently, direct mail campaigns – for instance – do not have as much competition as they used to, and it is easier to catch the consumer’s eye with a well-designed, print ad or direct mail piece.
Explore relationships between digital and print
With newer technology like augmented reality, marketers can seamlessly integrate print ads with a digital presence. Not only does this allow for more reliable analytics and metrics, it allows one to make a call to action in a print ad that has the possibility for immediate conversions. Call to actions may include entering a contest, signing up for a newsletter, request more information or even making a purchase. Once the respondents’ information has been collected, marketers can begin to build a relationship with prospective customers by communicating through email, social and direct mail channels.
Print has a good reputation
Studies show that consumers have a positive perception of print ads and direct mail. They view them as more reliable than digital ads. Obviously, this is for good reason, insofar as once something is printed, it lives eternally. When marketers have that type of confidence in their product and are willing to take such a stand, consumers take notice. Perhaps that is why print ads have such a positive return on investment as compared to digital ones.
All about the marketing mix
Effective advertising has always been aware of the benefits of a well-integrated marketing mix. That has not changed. However, with so many businesses foolishly ruling print out of that mix, it creates more opportunity for those who see its undeniable value. Print is not dead. In fact, it is venerable, agile, and effective in a marketing strategy, when used correctly. Call Intelligencer today for innovative ideas of how to integrate print and digital marketing for your business.
Intelligencer became one of the oldest printing companies in North America by constantly improving and innovating printing, direct mail, fulfillment and customized services. We don’t rest on our 200 years of experience. Intelligencer continually pushes the boundaries of technology to provide the latest advances in the art and science of printing. It’s no wonder we’re the preferred print supplier for so many Fortune 500 companies throughout the Northeast and Mid-Atlantic.