In the world of marketing, no single strategy is a silver bullet. Take print and digital marketing, for example. Each medium offers unique benefits—and drawbacks. Print delivers credibility, tangibility, and memorability, while digital provides real-time engagement, measurable ROI and scalability.
Let’s take a closer look:
PRINT VS. DIGITAL MARKETING
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Benefits of Combining Print & Digital Marketing
When combined into an omnichannel strategy, print and digital marketing create a powerful synergy that enhances brand presence, boosts engagement and drives conversions. The benefits of each medium help offset their respective weaknesses.
1. Wider Reach
Different demographics prefer different mediums. Some may prefer traditional print media like newspapers, magazines, or direct mail and more tech-savvy consumers often respond better to social media, e-mail marketing or search ads. Using both channels enables a brand to target different audience segments based on their preferred communication style, maximizing exposure and engagement while leveraging both wherever possible.
2. Increased Brand Awareness
Research shows customers retain information better when they can physically interact with it. Incorporating digital elements into your printed pieces builds upon this tangible connection by offering multiple avenues to connect with your brand. It can be as simple as adding a QR code to a printed piece.
3. Enhanced Credibility & Trust
Print marketing has long been seen as more trustworthy than digital media. There’s something about holding a printed brochure, flyer, or postcard in your hands that conveys credibility. Combining print’s inherent trust factor with the accessibility and interactive features of digital media reassures consumers and amplifies engagement.
4. Better Engagement
While print encourages more in-depth reading and focus, digital promotes real-time interaction, social sharing and instant conversion. Combining these strengths allows consumers to engage with your brand on their terms. For example, a print promotion might spark initial interest, while a follow-up social media campaign to support it could drive immediate action, such as online purchases or sign-ups. Capitalize on the strengths of each medium to craft campaigns that engage users at different stages of the buyer journey, increasing conversion rates.
5. More Personalized Experience
Print campaigns can be tailored to individual preferences, while QR codes and personalized URLs (PURLs) offer gateways to digital connections. For example, a brand could send a personalized direct mail piece with a unique QR code that leads to a customized landing page. This integration ensures consumers receive relevant, engaging content across physical and online platforms, creating a more targeted and cohesive customer experience.
6. Multiple Touchpoints & Opportunities
Combining print and digital marketing creates opportunities for cross-channel integration that drives results. A print ad can direct readers to a website or landing page via a QR code or PURL. Alternatively, e-mail campaigns can reference a mailed coupon. By connecting these channels, businesses can seamlessly guide consumers between print and digital platforms, making it easier to track engagement and conversions. United GMG offers an omni-channel platform called Omni-Bridge 2.0® to help businesses merge these two platforms to maximize results.
7. Omnichannel Tracking
Brands can integrate digital tools into their printed pieces to track results and improve customer engagement:
- QR codes
- Trackable URLs
- PURLs
- Campaign-specific promo codes
- Links to surveys and/or product reviews
8. Improved ROI
Print materials like direct mail often have higher response rates and leave a lasting impression, while digital tools provide real-time interaction and precise targeting. By integrating these methods—such as using QR codes or PURLs on print materials—businesses can drive consumers online, track their behavior, and measure campaign performance. This approach promotes better audience segmentation, higher conversion rates and more efficient use of marketing budgets, leading to an improved ROI.
Combine Print & Digital for More Effective Marketing Campaigns with United GMG
Struggling with how to integrate your print and digital marketing efforts? United GMG can help! We offer comprehensive, reasonably priced print, production and design services, along with our newest platform Omni-Bridge 2.0® This technology seamlessly integrates traditional AND online marketing for companies of all sizes and industries.
Contact your United GMG sales rep today or call 312-427-3537.
