The more I work with companies and clients on marketing projects, the more I realize that every marketer or business manager should embrace tactics that integrate digital technology with print. Studies show that traditional media spending is still on par with digital media spending, indicating there is still a lot of value in traditional media, like print. However, many people have a hard time investing in print when we live in a technology-based, digitally-driven world. But, print and digital media aren’t mutually exclusive.
A while back I went to visit with a local company to consult on some marketing projects. As I suggested using printed items as part of their business collateral, they refused. Almost everything this company did was digital or paperless. They didn’t even use paper business cards. Digital marketing was working pretty well for them, and they just didn’t see a need for print. These guys were adopting new technology without realizing that in doing so, they were neglecting the major benefits of print. I am confident that if their marketing department could utilize printed collateral in conjunction with their digital approach, they would see business expansion. I don’t think new technology will always replace old technology. Rather, old technology can adapt to the new technology to create the most effective, middle-ground offering. In short, we need to adapt our print projects to fit into the digital world.
One way to integrate digital offerings with print is through direct response pieces. This means that you are using a printed (2D or 3D) item to drive people to online landing pages or digital offerings. From there, the digital elements engages and drives them to act. This can be done with quick response (QR) codes that smartphone users scan to access a page. You can highlight social media platforms that users are encouraged to visit to share photos or other information. Marketers with larger budgets are even offering augmented reality campaigns
Sports Illustrated recently showed us the combined power that print and digital media offers. After improving their Android and iPhone app, Sports Illustrated printed a cover of their magazine that encouraged readers to download the free SI app. Readers could then use their smartphone to scan the printed magazine cover and receive additional images and information not included in the printed magazine. Using the app, readers would pass their phone over the printed piece and images that link to preview videos and player interviews would appear. The print reached people while the digital technology engaged them.
Whether you use print to drive your audience online using a QR code, or smartphone app, the world of marketing can truly be embraced by pairing print and digital media.
Alexander’s specializes in marketing consulting. Contact us for a free consultation today.
