With the rise of the internet and mobile technologies, the popularity of digital marketing has grown at an astonishing pace. Having a website is a necessity for any tech-savvy business. To maximize website traffic and raise brand awareness, you need to build a strategic online marketing plan that includes SEO, paid advertising, email marketing, content marketing, social networks, and so forth.
Unsurprisingly, the popularity of print content has significantly decreased. According to Statista, the U.S. newspaper industry revenue has plummeted by $4.5 billion between 2011 and 2018. Pew Research Center found that about 27% of large newspapers in the U.S. laid off staff in 2018.
However, this does not mean brands should neglect the power of print media. Print advertising provides amazing marketing opportunities. Here is how to use it in your marketing strategy.
Building Trust with Customers
In the era of fake news that spread over the internet like wildfire, users have become blind to digital marketing. Given that, it is not surprising that people trust printed news magazines the most. Moreover, the same study emphasizes that people trust print versions of national newspapers more than their websites.
By relying on trustworthy and authoritative print media to promote your brand, you increase brand exposure. Most importantly, by gaining customers’ trust, you will start building relationships with them and inspire them to follow you online.
Traditional Marketing does Wonders for Local Businesses
Digital marketing tactics, such as claiming Google My Business listings or registering on relevant local business directories, are an essential aspect of your local marketing strategy. However, print marketing still plays a fundamental role in the local business promotion since it boosts brand awareness and drives local traffic.
For example, say you are a dentist wanting to spread the word about your services. By hiring a quality graphic designer and investing in managed print services healthcare, you will be able to create high-quality print materials and build trust with your customers.
Direct mail is still one of the most effective forms of traditional marketing. When supported by quality visuals, it can be a significant brand awareness booster. Statistics say that 73% of customers prefer direct mail over its digital alternative since they can read it whenever they want.
High-quality catalogs and brochures are a perfect way to promote your hottest deals and latest products. Most importantly, you can align your print and online marketing tactics using QR codes or AI-driven image recognition.
Digital and Print Marketing can Work Together
Gone are the days when you could use your leftover budget from digital campaigns for print advertising. To maximize brand presence, you need to build a fully integrated marketing campaign that brings the best of both worlds. It is crucial to set realistic goals and focus on the metrics and KPIs that illustrate the performance of both online and offline marketing channels.
Most importantly, keep in mind that print advertising and online marketing are not mutually exclusive. On the contrary, your print advertising efforts should spark customers’ interest and encourage customers to follow you online.
One of the simplest examples of how print and digital marketing can work together is QR codes. Using them in your print ads and combining them with persuasive calls to action, you can point users to your digital channels, such as your landing pages, blog, social networks, website homepage, etc.
Artificial intelligence offers seamless omnichannel marketing experiences. For example, image recognition allows brands to connect print ads with their digital channels, such as online stores or shoppable posts on social networks.
Print Content is Visually Appealing and Memorable
Did you know that we see approximately between 4.000 and 10.000 ads daily? The digital marketing landscape has become noisy and overly competitive. To focus on the content relevant to them (and save their sanity), online users skim through online content without paying attention to it.
Therefore, to grab users’ attention and make your message more memorable, you need to invest in print advertising. According to a neuromarketing research study, printed ads evoke a stronger emotional response. Moreover, users are more likely to memorize a printed ad after one week of seeing it.
By creating unique print ads, you have a unique opportunity to appeal to visual learners and make your brand easier to remember. For example, these could be newspaper ads, business cards, direct mail, brochures, and catalogs with visually-appealing images and attractive typography. Always keep in mind that your print content needs to match your online presence to achieve greater brand consistency and memorability.
Over to You
Online marketing and offline marketing are not opposing practices. When working in harmony, they can help you maximize your brand reach and appeal to wider audiences. Those are just some of the numerous examples of how print advertising can improve your marketing and branding plan.
Do you use print advertising in your marketing mix?
Eve Anderson is a marketing specialist turned blogger. Interested in sports and exciting travel destinations. Love to share content that can inform people.