The common train of thought is that traditional and digital marketing are in opposition to one another, but they are not mutually exclusive and shouldn’t be treated as such. The best business strategies employ both marketing channels simultaneously, playing to each of their unique strengths. This is known as cross-media marketing and it’s a difficult technique to accomplish successfully as both mediums should enhance one another’s efforts whilst being integrated and delivering a consistent brand message throughout.
It’s obvious that digital has risen massively over the last decade and far outstripped print but it doesn’t mean that print has been made obsolete. In our increasingly electronic, internet and social media focused world, there is a pattern forming whereby people are disconnecting from the electronic world ‘unplugging’ and due to the amount of time spent in front of a screen people are looking forward to the opportunity to disconnect and discover. There has definitely been a re-emergence of our appreciation for the tangible and this is where print is making its stand.
This can be seen in the development of new companies targeting the growing ‘unplugged’ niche market, as mentioned in the news: Brochure printing is back in style as shoppers look for a unique retail experience as highlighted by the advent of the The Secret Catalog company, print looks more effective than ever, connecting across generations and social media.
A sensory experience
Printing presents a sensory experience in a way digital can’t match. The look, feel and even smell of paper and print make for an instantly memorable experience associated with your brand. Good graphic design becomes critical, and you’ll appreciate how crucial it is that your campaigns translate seamlessly from print to digital. With websites going mobile first and being designed for ease of use, you can translate that elegance and simplicity into tactile print media.
Do you engage?
It’s an important question and one that can be tested through print marketing. Does your campaign engage without needing animations or the ability to swipe or hover? By choosing the right typography, images, paper and even print process (lithographic or digital printing), you’ll create that unique user experience in a tangible way. And if your brochure design and print can engage your core base of repeat customers, then you’ll drive profits as your loyal fans typically spend more on your products and services.
Print is all about making a very personal connection with your customers. A tactile, physical printed brochure creates a moment, demanding that your customer be physically present when they interact, rather than browsing multiple windows. It’s part of a trend towards nostalgia for pre-internet days, embraced by the comeback of vinyl and the catalogue / brochure shopping experience. The Secret Catalogue shopping experience is so retro that customers must order from the printed catalogue, targeting a market that pushes against the current social norms.
Print and digital are not mutually exclusive
With print and digital, it’s not a binary choice. In fact, at PrintUK.com we firmly believe that print and digital can integrate seamlessly each driving traffic towards the other medium, creating opportunities and filling the gaps of the customer journey. What’s important is that both are done with attention to detail and that there’s consistency across your digital and print campaigns both in visual appeal – colours, fonts, logos, user experience and brand message. Customers should get the same ‘wow’ factor from your brochure print marketing as they do when they use your website.
Check out one of our previous articles to help your business with digital and print cross media marketing: How to Integrate Print and Social Media
It is vital that a company does not rely solely on either digital or print marketing to promote its business, without the use of both they’ll be limiting their success. Simple things such as a company brochure, printed desk pads and branded pens coupled with digital targeted advertising will enhance your brand awareness and keep your business at the forefront of the minds of your potential and current customers.
At PrintUK.com we can help you make the right design and printing decisions, so contact us today to find out how we can make print work for you.
About PrintUK.comPrintUK.com is a long established family-run print company based in the Tees Valley. Specializing in high quality lithographic and digital print. Our machinery is state of the art and is continuously updated to offer the best in print quality. We pride ourselves on customer service and relations in terms of responsiveness, dependability and competitive prices. Our friendly team of experienced and specialised staff are flexible to the needs and requirements of the customer. We continually asses all company activities in order to lessen our carbon footprint, and in recent years we have reduced our non-recyclable waste by 66%. By advising clients on stock, size, pagination and finish, we aim to minimize inefficiencies and wastage on their jobs, also providing them with direct financial savings. We are certified with the FSC (Forest Stewardship Council) and World Land Trust, which ensures that our specified papers are from sustainable, legal and well-managed forest sources, and therefore we are able to bear the FSC logo on your printed products. Continuous innovation and progression in raising our industry standards has helped provide better print and minimize our environmental impacts. For more details and insight into our business you can visit our website at: www.PrintUK.com If you would like to get in contact you can email us at : Hello@PrintUK.com or call on 0845 2993 923
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