Why print is the antidote to digital marketing
Posted on 11th October 2023
We are becoming much more selective about digital advertising. Over one third of us use ad blocking software and almost three quarters are tired of social media ads. We’re suffering from digital fatigue, and print is the antidote.
Digital marketing is no longer a guaranteed way to reach your audience. At the same time, there’s growing interest in print marketing. If you’ve been focussing your efforts on digital advertising for a while, you might be interested in how the world of print has moved on.
Augmented print
AR-in-print allows users to access augmented reality content from their smartphone camera. The technology enables a smartphone to overlay digital content between your printed advertisement and the camera to create interactive digital experiences. There’s no need to download an app, you can simply scan a QR code.
Unique offers
Attributing sales directly to your marketing spend is always a challenge. You can add specific offer codes to each of your printed pieces with a simple artwork change. Based on their uptake, you can evaluate your most effective mailers, flyers, leaflets or advertisements. You’ll know where and when they were delivered to help you refine and improve your approach.
The return of the newsletter
Email newsletters are so easy to create and send you might be surprised to hear that printed newsletters are becoming more popular. When people sign up to receive information you can ask them if they would like to receive personalised VIP offers through their letterbox.
Personalisation
Things have moved on from the days when you received direct mail addressed to ‘The homeowner’ or ‘The manager’. Customers want and expect to receive personalised information from you. Technology to create personalised letters and brochures has improved and is now a cost effective option for all business types.
User generated content
User-generated content (UGC) is created and published by unpaid contributors. It might include videos, photos or product reviews, for example. It adds credibility to your brand. You can add customer testimonials to your printed advertisements or include photos sent to you by customers. Alternatively, add a QR code to take readers to a customer’s video review. If you don’t have a lot of UGC available you can run a campaign to encourage customers to contribute.
Consistency
Customer experience is important, so maintaining consistency across your online and offline marketing is essential. It’s a good idea to take a fresh look at your logo, colours and fonts to make sure they work well for all your marketing channels. Whether your customers are visiting your website, social media channels, or viewing your printed leaflets and flyers, they will recognise your brand.
Inclusivity
Digital content isn’t easy to access to people with visual impairments or limited dexterity, for example. You can show you take these things seriously with carefully designed printed materials using high contrast colours, large fonts, raised lettering or Braille. Make sure your language and layout is clear to help make it accessible to everyone.
If you’re ready for a digital antidote talk to our helpful team.
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