Print and Digital Working Together
In today’s world, marketing has become a multi-channel effort. As a result, businesses often combine print and digital marketing strategies to achieve their goals. These strategies work together seamlessly to create a cohesive and comprehensive marketing approach that delivers consistent messaging and branding across all touchpoints. In this blog post, we will explore how combining print and digital marketing can benefit your business and provide examples of how to effectively execute these strategies.
Why combine print and digital marketing?
By combining print and digital marketing, businesses can leverage the strengths of each channel to reach a broader audience and drive better results. For example, print marketing can be used to reach prospects who are not active online or who prefer physical media. On the other hand, digital marketing can be used to track engagement, personalize messaging, and scale campaigns more efficiently.
Combining print and digital marketing can also help businesses create a seamless customer journey. For instance, sending a personalized direct mail piece to a prospect, and then retargeting them with relevant ads on social media or through email can increase engagement and conversions.
Another advantage of combining print and digital marketing is the ability to track engagement and measure ROI. By using technologies such as QR codes or augmented reality, businesses can track who engages with their print materials and attribute website traffic, leads, and sales to specific campaigns. This data can be used to optimize future campaigns and improve marketing performance.
Examples of combining print and digital marketing:
QR codes have become increasingly popular in recent years due to their ability to seamlessly connect print and digital marketing channels. By scanning a QR code with a smartphone, customers can be directed to a specific webpage, video, or app. You can even set up codes to start a phone call or text conversation. QR codes can be used in a variety of ways, such as on direct mail pieces, in-store displays, or on product packaging.
One way to use QR codes in print marketing is to track which direct mail recipients visit your website. By including a unique QR code on each direct mail piece, businesses can track who scans the code and attribute website traffic to specific campaigns. This data can be used to optimize future campaigns and improve marketing performance.
For example, a real estate company could send out a direct mail piece promoting a new development, with a QR code that directs recipients to a landing page with more information about the property. By tracking which recipients scan the code and visit the landing page, the company can gauge the effectiveness of the campaign and adjust their strategy accordingly.
There are free QR code generators, such as qr.io that give you a good deal of customization options!
Personalized Direct Mail
Personalization has become a critical aspect of modern marketing. By leveraging customer data, businesses can create targeted and personalized messaging that resonates with their audience. Direct mail is an excellent channel for personalized marketing, as it allows businesses to deliver a physical piece of mail that stands out from digital clutter.
For example, a fitness brand could send personalized direct mail pieces to past customers, promoting new products or services based on their past purchases. By using data such as purchase history, browsing behavior, and demographic information, the brand could create tailored messaging and offers that are more likely to resonate with the recipient.
Even better, with our expertise in Variable Data Printing, you can send out a single mailer with images and text that can change based on the recipient’s data! Say that you are running a clothing store and you have data that one customer orders shoes regularly and another orders t-shirts. You can send them both the same direct mail piece, but the image can change to a pair of shoes or a bright new t-shirt depending on who the recipient is. If you’d like to know more about variable data, feel free to fill out a contact form and we’ll reach out ASAP!
Augmented reality (AR) is a technology that overlays digital content onto the real world. AR can be used to create engaging and interactive experiences that connect print and digital marketing channels. By using a smartphone or tablet, customers can scan an AR code on a print piece and be transported to a virtual world where they can interact with products, explore environments, or access exclusive content.
For example, a fashion brand could include an AR code on a print catalog, allowing customers to scan the code and see how the clothes look in a virtual environment. Customers could try on clothes, mix and match outfits, and see how they look from different angles. By providing this interactive experience, the brand could increase engagement and drive sales.
Though the above example might seem a little out of reach for smaller businesses, there are other ways for you to use AR alongside your print pieces. One good example would be AR Business Cards – when the card is scanned, a list of links, a photo, options to call and text, and even a custom video message can pop up on the user’s phone to really leave a lasting impression.
Retargeting is a digital marketing technique that allows businesses to show ads to users who have already engaged with their brand. By combining retargeting with print marketing, businesses can create a more cohesive customer journey and increase engagement.
A retailer could send a personalized direct mail piece to a prospect, promoting a specific product or offer. If the prospect visits the website but does not make a purchase, the retailer could then retarget them with ads on social media or through email, promoting the same product or offer. By showing consistent messaging across all touchpoints, the retailer could increase the likelihood of conversion and improve marketing performance.
Combining print and digital marketing can provide businesses with a range of benefits, from reaching a broader audience to creating a seamless customer journey. By using technologies such as QR codes and AR, businesses can create engaging and interactive experiences that connect print and digital channels. Additionally, by leveraging customer data and personalization, businesses can create targeted messaging that resonates with their audience and drives better results. Overall, a multi-channel approach that combines print and digital marketing can help businesses achieve their goals and stand out in a crowded marketplace.