In a previous post, Why Direct Mail Still Matters, we discussed how overcrowding in the digital marketing space has made it difficult for businesses to get their ads noticed. However, that’s not to suggest that businesses should abandon digital ads altogether. Instead, consider integrating both digital and print into your marketing strategy to reach a wider audience, increase brand awareness, and grow sales.
Multiple Touchpoints
You’re unlikely to make a sale after only one contact with a prospective customer. It’s generally believed that a minimum of 5 touchpoints – perhaps as many as 12 – are required before a customer makes the decision to purchase. In addition, since every customer is unique, it can be difficult to know which type of ad – print, digital, TV, radio, billboard, etc. – triggers the buying decision. In general, however, it’s not necessarily the last ad a customer sees that prompts a purchase; it’s multiple contacts with a brand. That’s why an integrated approach can more effective than putting all your marketing eggs in one basket. Not only do multiple touchpoints increase the likelihood of conversion, there is evidence to suggest that customers who view ads on more than one platform may spend more than those who see only a single type of ad.
Print Reinforces Your Digital Message
Because the digital space is so saturated, brands need to find ways to stand out from the crowd, and using printed ads, such as direct mail, brochures, and posters, can be a great way to do that. Combined with a solid branding strategy using consistent messaging and images, your digital ads are more likely to get your customers’ attention if they’ve also received a direct mail piece or picked up a brochure. In addition, a well-designed and professionally printed marketing piece adds credibility to your digital ads by letting customers know your business is legitimate and established.
Other Ways to Support Your Digital Marketing with Print
Drive traffic to your website or landing page by adding a QR code to printed pieces. You can even encourage customers to download a customized app. Design a direct mail piece around a blog or social media post that has generated good buzz or traffic. Instagram posts that have performed well are particularly effective when used in a direct mail piece. Include a compelling CTA on not only digital ads but also in your printed ads. Use your printed ad as a teaser to entice people to go to your website or social media page to get more information. Use digital ads to collect information you can then use to personalize a direct mail piece that utilizes variable data printing – for example, by offering free samples of your product. Develop a clever hashtag to use in digital ads, social media, and printed pieces.
By leveraging the synergistic effects of both print and digital ads, rather than focusing on only one advertising channel, you can design a marketing strategy that reaches a wider audience and generates more sales.