Last month I touched upon direct marketing in my Print is Alive and Well post, so I’m taking a deeper dive into integrating print with online advertising. (And, because, who doesn’t like a little traction on their blog posts?!)
It’s clear that marketers are looking for new ways to grow, and that consumers are demanding personalized shopping experiences. This is especially true for younger generations. According to a 2017 survey from Adobe Digital Insights, more than half of respondents under the age of 50 preferred personalized ads.
AND…a December 2016 survey by Monetate found that over half of marketers worldwide said they were in the process of implementing a personalization strategy. There’s proof that personalized ads also boost engagement. Consumers are almost twice as likely to click through an ad featuring an unknown brand if the ad is tailored to their interests.
That speaks well to a personalized digital experience, but what about print? We know consumers interact with dozens of mediums on a daily basis. So why not develop a strategy that mirrors their actions both online and offline? Does this sound like Minority Report (we’re on our way there for sure)?
Print deserves a place at the table in your overall strategy and individual marketing campaigns. For example, a 2016 CMI study says that among B2B paid ad usage trends, print or other offline promotions came in at 57%, in 2nd place just behind SEM (66%). Ironically, print is nestled between SEM and traditional banner ads (55%).
It truly shows print has a role getting the most out of your digital strategy. How to do this remains tricky, but once you find what works for your business it will certianly elevate the return for both tactics.
One real-life example that I’ve seen and like comes from Blue Apron. My friend electronically referred me to Blue Apron and I checked it out, went as far as setting up a profile. Now they are mailing to me on a coupon that ties to their digital email strategy to entice me to sign up for their service. They have the power of direct mail integrated into their digital campaign driving their e-commerce solution for meal delivery service. Blue Apron is using the predictability of direct mail to drive other aspects of their online campaign to acquire new customers. Smart.
Expert Lois Brayfield explains it best in the DMA Statistical Fact Book, “Direct mail continues to serve as a key driver in most omnichannel marketing plans. It’s complemented well by online efforts, and fills a much-needed niche. Where online is generally low-cost, low impact, print is higher-cost, higher impact. Direct mailings are proactive and tactile — demanding that the recipient DO something with it.”
Any way you look at it, successful marketing in 2017 requires a nice strategic balance. It is clear that today’s consumers interact with many mediums everyday. Your goal as a brand should be to hit as many of these touch points as possible, and to do that with effective marketing messages that maintain consistency.
Easy right? :)