There is a common misconception that if you are doing digital marketing then you do not need to have print marketing in your strategy. This however is far from the truth, since print plays an important role in reaching your consumers. Print also yields some of the highest response rates out of all channels.
In an omnichannel marketing experience, the user has access to multiple channels, but the channels are connected so that the user experience is seamless. Brands often invest in a multi-channel experience including a website, blog, social media, email, SMS txt, etc. where the platforms are used to engage with their customers, but lack consistent messaging and a seamless experience. An omnichannel marketing strategy with print creates a positive and efficient experience across all platforms.
The goal of an omnichannel marketing strategy is to get your message to where your consumers are and for many, print marketing is still grabbing their attention. It is also important to consider how the message is delivered via each channel, and what the expectation of the user should be at that time. To leverage your print into your omnichannel marketing strategy, the print must be seamlessly integrated with the digital pieces. And, oftentimes, you’ll find when one channel suffers, another channel shines. See what we mean in this article about Apple’s email and privacy changes improving direct mail use.
44% of customers visit a brand’s website after receiving direct-mail marketing.
There are many ways to include print in your omnichannel marketing strategy. Personalizing your message is very important as consumers look for personalization to feel connected. Variable data printing helps brands create personalized messaging on their print pieces which can increase ROI. Likewise, you can use online activity to drive print. Whether it’s identifying anonymous web traffic via 3rd party-services that allow you to then direct mail these hidden prospects, or utilizing online behavior to personalize the direct mail to known prospects. The options are pretty amazing (and scary) in our meta world. Here’s more information on how to create the best omnichannel campaigns.
A great way to link all of your digital assets to your print assets is by including your social handles on all of your print, as well as a QR code that links to whatever website or deep-link you want to send them to. This makes the customer experience seamless between print and digital.
Contact one of our experts today to learn more about the role print can play in your marketing strategy!
