We’re rounding off our ‘Why Digital Loves Print’ series by summing up why these two much-loved marketing channels shouldn’t be pitted against one another. But instead, brought together in harmonious marketing matrimony for stronger, highly-engaging and far-reaching campaigns.
Thing is, we know you, as marketers, want to:
While at the same time:
And we also know from our previous posts on this topic that reducing (or even eradicating!) print is not the solution. But taking an omnichannel approach that creates multi customer touch-points through both digital and print is!
Think about it. What one can’t achieve, the other one can. So, instead of choosing one over the other, here are some enlightening reasons to give these complementary channels an equal amount of love…
Research suggests that it can take anywhere between six and ten (or more!) touchpoints along the customer journey to convert a lead or close a sale. So, question is, what are those touchpoints going to look like and in what medium will they be delivered? The beauty of taking a multifaceted print/digital approach is not only that it provides more ways to make those connections, but potential, or converted, customers won’t feel like they’re being bombarded via a single channel. The studies we’ve highlighted in our previous posts highlight the power of print in strengthening online campaigns and prompting website visits. Plus, we’ve seen from our own client campaigns how a mix of strategically timed direct mail and follow-up emails leads to increased response and additional revenue. And so implementing a combination of these two well-matched channels from the early awareness stage right through to the all-important decision-making phase can be hugely effective in terms of both engagement and acquisition.
In this digital age, it’s only too easy to overlook traditional mediums in favour of online marketing techniques. However, it’s also important to remember that not all audiences use or have access to the internet; therefore, an offline strategy can be beneficial too. Those most likely to be digitally excluded include older generations who aren’t tech-savvy, as well as disabled people and those on lower incomes. Of course, you will need to study your target audience in depth to assess the best methods to reach them effectively. Still, a mix of on and offline marketing should result in a broader reach and more inclusive approach whilst helping to build and strengthen brand awareness across the board. It’s also worth pointing out that even if your target audience are scrollers and surfers, mail campaigns provide a way to cut through the digital noise, giving potential customers a welcome break from digital overwhelm, which leads us nicely to the next point.
The digital world is always on, but we as humans can only compute so much at a time, so no matter how many online ads pop up on our screens or how many emails land in our inboxes, only so much of it will stick. This is why mixing in print strategies can provide a breath of fresh air for those you’re targeting, taking their eyes away from crowded devices and giving them a single-focus, physical presence to interact with. It’s often suggested that younger generations deem print as outdated, but as we’ve previously explored, those younger audiences are those most at risk of digital burnout and so are more likely to see the value and novelty in tangible print products. Furthermore, having documented the influence print can have in sparking commercial actions, it’s possible to blur the lines of on and offline worlds by sending direct mail campaigns based on customers’ online behaviours. So, think personalised brochures, abandon basket follow-ups and past-purchase tailored promotions. Thus providing another example of how these marketing BFFs can support one another in achieving a desired action.
Of course, securing a sale through an online pop-up offer is a win, but it’s always wise to think about the relationship long game. How to keep that customer/brand spark alive once the first purchase has been made. How to keep them coming back for more, more often, and hopefully bringing their family or friends along with them. This is where a more personalised and consistent omnichannel marketing approach comes into play. So, continuing to connect with them online, but also weaving in valued print marcomms that have proven highly effective in establishing trust and increasing brand recognition. You can also use online data to trigger offline touchpoints - such as a discount-baring birthday card or ‘your favourites’ promotional brochure - that will build a deeper customer rapport and dazzling brand reputation.
Advances in technology mean print is now a whole lot faster, smoother and smarter than it once was. And so the creative and experimental boundaries are pretty much limitless, plus the introduction of slick automation and specialist workflows tick boxes for reducing environmental impact, cost and waste. Take our Print On Point offering, for example, which allows for the streamlining of content and communications to be more specific to the individual, reducing cost across multiple areas while delivering a more tailored and memorable experience for the potential customer. Then there’s the ability to scale up or down at the touch of a button and the option to link up on and off worlds with the simple addition of a QR code.
So, there you have it! The key reasons why digital and print are modern-day marketing BFFs that have got each other's back when it comes to reducing cost and waste while increasing sustainability, engagement, trust, acquisition, loyalty and advocacy.
Look out for more posts from our Why Digital Loves Print blog series, which highlights the power of integrating print into your digital marketing strategy for a winning cross-channel approach.