The creation of an omnichannel marketing campaign can be more complicated and incrementally more expensive. Many marketers believe a fully digital campaign will do the job, but they are more often than not drastically reducing their campaign’s effectiveness. Print is alive and well, and digital giants, like Google, acknowledge its powerful response rates and effectiveness. So, what’s the differentiator? Why is print so important to include?
- Print lets you reach new, targeted audiences.
Believe it or not, not all of your future consumers will be on social media, nor will they all click on a digital ad. But they definitely checking their mailboxes and spending time in areas with posters, billboards, and flyers. Print marketing can be highly targeted; by tapping into large data banks, you can get your brand in front of the right people with ease. And, of course, you can’t purchase email lists, but you can purchase direct mail lists! This makes reaching new, highly-targeted audiences easy (and affordable).
2. Print is tangible.
Each and every day we are bombarded by thousands of digital ads which we quickly scroll past. Print gives your future customer something to hold and interact with; something that isn’t so easily passed by. Print oftentimes remains present on a kitchen countertop or on an office desk. When done correctly, a piece of print is something consumers will take the time to read and retain. This will help your brand remain top of mind, and also allow for a more personal connection between your brand and your consumers.
3. Print can engage more than one sense.
Print can interact with multiple senses in a subtle manner. Our sense of touch is utilized through the texture of the paper, our sense of sight is engaged through the use of graphics, and even our sense of smell can be reached through the use of scented stocks. The more senses you engage with, the more likely a consumer is to remember you. Again, this helps you remain top of mind, but can also set your brand apart from the competition.
4. Print can help your brand build trust.
Print creates a sense of credibility. Investing the time and energy into creating print expresses the dedication of a brand. And, the personal nature of receiving a physical piece in your mailbox builds that sense of commitment. The design, stock selection, and overall presentation will engage your target and deliver a sense of trust. Print advertising has been around a long time and because of that, it offers a sense of trustworthiness and tradition that other mediums can’t provide.
5. Print will boost your digital ads.
The best marketing campaigns connect multiple channels. The dynamic duo of print and digital ads works great and increases response rates, sales revenue, and brand building. Print drives clicks. Seriously, the target interacts with the print piece, and then notices the digital ad… but this time they click. The combination of print and digital is especially effective when personalized to a consumer’s individual behavior – online activity, email interactions, abandoned shopping carts and so on. Intelligent and automated direct mail can be a game-changer for any business.
