Use print to magnify your digital marketing touches

In today’s digital-driven marketing world, we’re learning that print is more relevant than ever. While social media and influencer marketing still have their place, print marketing remains strong because of its perceived value: A tangible printed piece, like direct mail, makes a memorable brand connection with a shelf life that outlasts a typical social media scroll.

Here’s a few recent statistics that underscore the influence of print:

• 86% of shoppers bought an item after first seeing it in a printed catalog (misterclipping.com)
• 76% of households read direct mail ads. (AllianceBusinessServices)
• 39% have tried a business for the first time because of direct mail advertising (Canada Post)
• 51% prefer companies use a combination of mail and email when communicating with them. (Canada Post)

When used as part of an integrated media strategy, print can greatly enhance digital campaigns, acting as a multiplier to boost digital efforts. Incorporating both digital channels and tactile touches is essential to marketing success. Here are four ways to put print to work to promote your brand:

Personalization. Customized content creates unique value—and greater relevance. Personalization used to be a novelty; but today, people expect products and services to be adapted and relevant to them: The more you connect with your audience through personalization, the more resistance is dropped. Making a personalized connection increases customer engagement with your brand.

Print & digital integration. Blending online and offline channels as part of an integrated marketing strategy is the key to driving higher conversion rates and making lasting brand impressions. Use your print media to link your audience back to your blog, a landing page, an exclusive video, website or to one of social media channels.

Custom/unique coupon codes. Using a unique coupon is a smart strategy for not only increasing customer engagement but also in gathering personal data about your target audience. Unique coupon codes generate higher ROI than generic coupon codes because they cannot be shared or reproduced—they are aimed at an individual, which creates a more personal connection and an exclusive feel.

Texture. A study from the University of Iowa found that haptic (touch) memory is the type of memory that has the strongest impact on the human brain. The physical act of holding something makes a stronger connection with the audiences. And so, using print media engages our haptic memory, creating lasting brand awareness. Adding glosses, raised ink, embossing, matte finishes—these create interesting texture for even greater brand connections.

Have any of these print strategies worked well for your brand? Do you have other ideas for incorporating print in your marketing program? Join the conversation on Facebook.

Ellen Moriarty

B2B Marketing 2018: 4 Hot Trends

Digital technology has changed the way we communicate. Whether scheduling a meeting or participating in a video conference, we can now manage those tasks using our digital devices—functionality that makes the everyday a lot easier. It follows then, that to be effective in B2B marketing, digital must be a central part of your approach.
  

A recent article in Entrepreneur magazine explains the shift to digital:

 

“While the traditional B2B model was about targeting the B2B buyers and purchasing managers, the reality is that today any B2B prospect employs younger managers who research online. Typically, millennials, they are digital savvy and they look up the vendor’s digital assets to develop a clear picture of the vendor’s offering.”

 

The article concludes that if you’re talking the researcher’s digital language—and making it easier for them to search and find your value proposition upfront—then you’ll rank higher on the consideration list of the B2B buyer, thus increasing your likelihood of making the sale.

 

For best results, take the time to ensure that your B2B marketing program is aligned with these digital trends:

  

Mobile. To demonstrate your value to potential customers, go to where the millennial researcher is always present: Mobile. (More than 42% of B2B prospects use a mobile device at some point during their mobile journey; and 57 percent of all internet traffic now comes from smartphones and tablets.) To provide a seamless user experience, your website must be responsive to digital: How quickly do your pages load? Are your videos in vertical format? Do they have subtitles? Test drive your site and adjust accordingly.

  

Social Media. Traditionally, social media was considered a lead generation tool for B2C marketing, but more B2B marketers are using these channels to target and communicate with potential prospects. 

 

• 53% of B2B prospects say that social media played a role in their buying decision.
• LinkedIn, with its exploding use of video, is the emerging channel for B2B marketers.

Review your social media plan and identify opportunities for new customer interaction. 

 

Content Marketing & Personalization. As part of a smart content marketing strategy fueled by data, you can ensure you’re delivering the right message at the right time to the right audience. After segmenting your email list, further segment your contacts with demographic data, customer lifecycle positioning, lead nurturing and trigger-based messaging.

 

 

Video. Interactive formats, like video, account for half of all mobile traffic—be sure to incorporate video into your digital presence—on your website, in blogs, on your LinkedIn page, etc. These statistics from Hubspot (April 2018) reinforce the power of video in marketing:

 

• 97% of marketers say video has helped increase user understanding of their product or service.
• 76% say it helped them increase sales.
• 80% of marketers say video has increased dwell time on their website.

At Shamrock, we continue to review our B2B marketing practices and recalibrate based on new trends—and digital is one of them. Our big push is in incorporating more video. What’s yours?

 

Ellen Moriarty

Make Print Part of Your Marketing Strategy In 2017

With so much emphasis today on digital marketing, businesses might write off print as a viable channel for making solid brand connections with customers—but new statistics suggest otherwise: According to recent data, the tangible power of print still resonates:

• 92% of 18 to 23-year-olds find it easier to read printed content than digital. (Oxford University Press, 2015)
• The response rate to direct-mail marketing was 37% higher than for email.
(Direct Marketing Association, 2015)
• Consumers trust print ads 34% more than search engine ads for making purchasing decisions.
(Marketing Sherpa, 2016)

Times have changed—and so has our connection with print media: Technology has changed the way that print marketing is consumed. To be effective, print must be used as part of a broader, more inclusive integrated marketing effort. People will have a stronger connection to printed media when a campaign is layered with other channels, including social media, mobile marketing, video and others.

The rule of thumb is that marketing content must be relevant and brand-centered. But it also must be trackable. As marketers we need to collect and track the data that helps us define our message and our delivery so that we can redeploy and create connections—and ongoing dialogue—with our audience. Consider using print ads or direct mail to funnel people back to your digital sites using coupon codes or special offers.

There’s also something to be said for changing things up: With all the clamor surrounding the next big digital innovation, print offers a refreshing changeup. According to “The Household Diary” from the United States Postal Service, the USPS saw a 2% decrease in direct mail in 2016. Yet, there is a 3.9% year-to-year increase in the number if postcards read by consumers. Why not consider seizing the opportunity to stand out from the competition by including direct mail in your next campaign?

click to view

Click below to link to an infographic that shows how print can re-energize your marketing strategy. https://www.marketingprofs.com/chirp/2017/32613/print-a-tangible-way-to-invigorate-your-marketing-strategy-infographic

As with anything, it’s all about balance: Print will continue to be both essential and relevant—but as part of a comprehensive and measurable marketing program. What are your thoughts? Do you use print as part of your marketing effort? We’re always interested in feedback.

All the best,
Tim Connor