In a world where everyone constantly consumes digital content, digital marketers have the steep challenge of standing out in a crowded online space. What if the way to do so is as simple as the saying, “What’s old is new again”?
If you’re like most technology marketing companies, you probably haven’t thought of using print in your marketing right now. Maybe you’ve never used print or explored the benefits of combining it with your digital strategy. Or maybe you’ve used it before but not much anymore.
In today’s business climate, marketing budgets are squeezed tightly. For most, print was the first marketing expense to go. If your budget cuts included eliminating print, that decision might be costing you more than you realize. Now would be a good time to rethink the budget and add a little print to the mix. Here are three reasons why.
1. Raise brand awareness.
No one can argue that the digital channels are flooded at this point. Social media platforms certainly offer a larger audience, but B2B marketing audiences are drowning in the content they’re receiving online in social media and through email. Experts say individuals are exposed to thousands of digital ads each day. It’s estimated that at most, we can pay attention to only 2% of them. Printed materials can present your brand colors, logo, and design in a physical format that will drive brand recall and promote your business beyond the computer screen—in turn helping to boost your marketing efforts.
2. Gain attention.
It’s easy to gloss over and quickly delete emails and sponsored ads that pop up. We all do it. Print exists in a much less crowded environment. Sending prospects and customers a physical item that provides your business information gives them a resource that’s right at their fingertips. Literally.
Whether it’s a direct/puffy mailer, brochure, business card, a pen, or coffee cup, it puts name recognition within easy reach. We all know that seconds count in the marketing game, and print gives you the advantage of that added time to grab attention. The physical act of opening, turning over, flipping through, and studying your piece gives you prospects’ undivided attention. With eye-catching colors, interesting formats, and high-quality materials, you can ensure that your print shifts up to the desktop, not down in the trash.
3. Boost your marketing.
For approximately every 36 emails in our inbox, there is one piece of mail in our mailbox. Today’s physical mailbox, either at home or work, looks very different than the mailbox of years past. Most bills are received and paid online now—leaving very few pieces of hard copy mail. The ones we do get—like generic local grocery store flyers and coupons for services and restaurants—can be pretty dull. When the occasional card, shiny mailer, or something personally addressed arrives, we perk up and take notice. Every touchpoint plays a role in reinforcing your brand’s positioning and overall perception.
Print has a few advantages that digital does not. It forges an emotional, tactile connection with the reader—driving more engagement, better recall, and response. In the technology marketing sector, you’re never going to turn completely away from digital, but creating a balanced mix of print and digital will certainly benefit your marketing. The greater the variety of touchpoints, the more likely you’ll see conversion. Give print a try. Take what’s considered old and make it new again by blending it with your digital strategies to create a more memorable experience for your customer.