2. Print supports digital activity
Even the world’s biggest digital brands use print media as an integral part of their marketing strategy. They understand that in addition to driving consumers to online competitions, landing pages and social media, print content can add value to digital assets in a way that cannot be achieved online alone.
For example, Airbnb’s business model is based on the digital ‘share’ economy and, as such, lacks significant branding opportunities. The company uses print media, in the form of their magazine , to bridge that gap. Pineapple takes the form of a traditional travel guide, and elevates Airbnb to the status of traditional travel businesses.
Closer to home, while Camberwell shopping precinct has a strong online presence, its print magazine creates branding usually associated with advertising in costly, high-end magazines. Camberwell shopping precinct’s lifestyle print publication creates a direct link to the local area, celebrating the people, shopkeepers, and culture of its direct community.
Publications like The Camberwell Citizen are particularly valuable because, unlike a pop-up advertisement or social media post, they don’t disappear immediately. Magazines and newspapers sit on coffee tables and waiting rooms and get passed around between friends, for weeks or even months after their publication date.
3. Print drives traffic from print to online, and vice versa
Targeted calls to action on printed collateral can drive audiences to digital destinations.
Competitions, giveaways, sales, and promotions can segue leads from being eyes on a brochure or magazine to online customers heading to the online checkout in minutes.
Similarly, if your aim is to drive people to an event or store, printed materials can act like an invitation – stuck on the fridge, propped up on your desk – and are harder to dismiss than email reminders or pop-ups.
4. Print increases brand awareness and audience reach
Businesses that combine print and digital as part of their marketing mix reach a greater number of potential customers.
Exposure of your brand across several mediums increases its recognition and trust, and feeds into every stage of the buying cycle.
Marketing strategies are most effective when they combine a mix of print and online components – the key is creating the best content and timings for the two, as well as points of intersection.
Need help combining your print and digital marketing?
Developing a sound strategy for your marketing plan should include a mix of activities, such as combining print collateral and digital marketing.
Assemblo is a full-service marketing agency based in Melbourne, and we can help grow your business with a marketing strategy that amplifies and complements your service and product offering.
To find out how we can help your business, give us a call on (03) 9079 2555 or send us a note via the contact form below.
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