Why you should be combining your print marketing and digital strategies in 2020.

Kate Shropshall 28-01-2020

Print is not dead, traditional marketing and digital marketing strategies now co-exist. In fact with the increasing amount of digital marketing channels and companies spending more and more money on their digital marketing strategies, print is now the perfect way to make sure that your brand stands out from your competitors. 2020 is the time to develop your current marketing strategy and as marketing gets more advanced and creative, you need to encompass all marketing channels and use them to your businesses advantage. Think of each marketing channel as an extension of the last. They should be cohesive, clear and work in conjunction with each other to promote your brand and push your sales.

A person will usually be exposed to between 4,000 and 10,000 digital ads a day and so it is impossible to remember them and even harder to make sure your ad is more memorable than the last. But in order to be remembered we’re not just talking about using your average print marketing. We’re talking about innovative and unique products that can really wow your customers. Print that will be more memorable than anything you’ve used before, print that increases your brand awareness and gets you those conversions and our clients have proved that Alpha Cards do just that.

“We moved from a traditional full-time prospectus to an Alpha Card Pocket Guide last year and have been delighted with the results. Not only did we save thousands of pounds on time, graphic design and print, we have also seen a 20% increase in the number of applications from 16-year olds. The product looks great, the target market loves it and it’s convenient for the team to take out large quantities to events rather than heavy boxes of 100+ page brochures. So, it’s been a win-win all round”. Alaistair Cummins-MacLeod, Director of Marketing, East Durham College.

Simply buying a product is not what consumers are looking for, these days consumers expect an experience from a business. Huge corporate companies can offer so much to a consumer in terms of customer experience it has resulted in it being expected from all companies. So how can you make sure that you’re providing a memorable and personal experience for your customers to stay competitive in an increasingly creative marketing world?

Print can be a huge advantage in customer experience. When we look at a piece of print marketing we are engaging more of the senses such as sight, touch and sometimes even smell, for instance in fragrance marketing, whereas if we were to just look at a single ad on the internet it would be sight only. But how do you combine Print and Digital to enhance customer experiences with your brand? With a fantastic piece of print and a link to your online presence, your marketing efforts become a double whammy and a clear path to final purchase. The obvious aspects like your social media platforms and website can be presented as links or icons on your print marketing. But what about using QR codes to promote your website or app. When scanned by a smart phone, a QR code used on your print marketing can take your customers through a door to your online world. Offering them another view of your brand and a chance for your conversions to increase. How about a QR code that takes your customers straight to your online shop, or to your app where customers can browse your products. Making the journey from marketing to final purchase even quicker, and when a person experiences a flawless customer journey, they are more likely to refer you to a friend as well.

Augmented reality is revolutionizing print marketing. It is a sure-fire way to ensure your brand stands out in a crowd, it allows you to bring your printed materials to life…literally. Giving you the ability to overlay an image on reality, whether that be a 3D model, game or animation. But what impact can this have on your customers? It goes without saying that AR can provide your customer with a richer experience of your brand, and as discussed earlier, experience is now what it’s all about! It is proven that AR can increase customer engagement and interaction. The possibilities are endless on what you can show your customers using AR technology. For example if your brand sells furniture, Augmented Reality would allow you to show the customer what a piece of furniture in your range would look like in their home, in turn increasing engagement with your brand and convincing your customers to buy your products.

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