Reasons why you should combine digital and print marketing

Email, newsletter, print direct mail or posters? Every day marketers must decide which dialogue marketing strategy is most effective.

In today’s fast-paced world, it is extremely important for businesses to acquire new customers and retain long-term existing customers through an effective and optimally planned dialogue marketing strategy.

Digitization has dramatically changed our understanding of communication and advertising. However, these changes do not mean that printing is “dead”; rather, it should be seen as a complement to digital communication. With digital change, printing has evolved. Target group-specific, content-rich print materials appeal to customers differently than a YouTube clip or tweet. In the past, mailboxes were full of advertisements; now it’s email inboxes. Print is therefore on the way to becoming a top-of-the-range marketing tool and therefore receives constant attention. Because of this growing exclusivity, it is precisely digital technology that makes printing more attractive. While digital advertising tends to focus on reaching a relatively small number of narrow markets, poster printing allows your marketing campaigns to span generations, geography, and genres. It is one of the most profitable marketing methods because it allows you to reach thousands of people from just one impression.

However, the combination of print and online media can be referred to as an optimal marketing approach. It makes it possible to address consumers in a more targeted, individualized and at the same time more profitable way than with traditional brochures.

Cross-media marketing combines print and digital marketing

The reach that can be achieved with online marketing is also important. Digital media are very attractive, especially due to the permanent presence of smartphones and digital services such as apps. Online marketing is measurable and can be controlled through campaign management. But does that mean the end of print marketing is approaching? Not at all! Print is far from obsolete and will continue to be widely used. In combination with digital marketing, it can even increase its potential enormously. Haptics is still a very popular approach in marketing; a purely virtual brochure can be interpreted as less animated than a printed version. Indeed, print conveys a certain value: the feel, the smell and the brilliance of the colors are all crucial factors. These are aspects that online marketing cannot represent in the same way. It is precisely these sensory perceptions through the haptics that it is difficult to give up. Thus, a combination of print and online media is a promising way to reach as many customers as possible, with different preferences.

Cross-media marketing measures

  • Personalize your printed documents

Digital printing enables print to deliver a personalized customer experience: from personalized graphics and images to embossing or engraving. Make good use of your customer data and keep your audience informed through personalized letters and greeting cards. Prints can now be produced individually in small series and with the best quality. Each brochure may be unique and may only contain products that match the individual ordering behavior.

  • Use QR codes and personalized URLs

QR codes and personalized URLs are easy to use, especially with smartphones. Every scan or click is tracked and provides valuable insight into customer behavior. Simple QR codes can also direct new and existing customers to a personalized website. You can place them on everything from catalogs to sales letters and brochures.

  • Use powerful calls to action (CTAs) to drive customer dialogue

You can include CTAs in print and digital materials. For example, you can use social media icons in brochures or flyers, promo codes in direct mail, coupons with an expiration date in emails. CTAs drive traffic and provide insight into consumer behavior and the effectiveness of cross-media efforts.

Instead of treating digital and print as competing elements, their combination should be seen as a promising opportunity. A cross-media advertising strategy, for example, combining personalized print mailings and online marketing, can be an optimal marketing solution for your business.