Digital marketing which uses online platforms to publish promotional content, continues to grow in importance and formats. Digital marketing tools can include banner ads, email, social media posts, blogs, video, podcasts and more. But what about Direct marketing in the form of printed material? While most people are online these days, print is still a powerful advertising medium whether as a press ad, brochure or a mailing.
What are the advantages of digital?
- Digital is cheaper and has a far wider reach than print advertising.
- Digital gets instant results. When a user clicks on a pop-up ad, they’ll be on your landing page straight away.
- Digital allows you to have two-way conversations with customers.
- Digital is easy to track and report on with tools such as Google Analytics.
- Digital content gets shared which will boost your brand.
What are the advantages of print?
- Print materials have a different appeal to a tweet or YouTube clip. A printed brochure can convey a premium quality that online marketing cannot match.
- Print is tangible which makes it a more trusted medium.
- Print gets attention. For instance, a poster at a tube station has a captive audience and a mail piece will get noticed at home.
- Print has a long life. Once a digital ad disappears from a feed it can be difficult to retrieve, unlike a postcard or brochure.
The benefits of combining digital and print
The most effective marketing campaigns combine print and digital techniques to reach potential customers at different touchpoints. This might be reading a newspaper on the train, looking at social media in their lunch hour, or picking up the mail when they get home for instance. Your cross-media campaign needs to have a consistent, cohesive look and use similar messaging to boost awareness of your brand, build trust and maximise your marketing efforts.
What’s the right marketing mix for your business?
Two Lizards can advise you on a marketing strategy that will meet your goals and achieve the best ROI for your budget. If you would like to learn more about how to put digital and print marketing to work for your business, please get in touch with us today.