It's not “all or nothing” as some folks might say. You’ll be hard pressed to find a customer out there who prefers to receive all forms of communication digitally. Heck, maybe you’ll find one—but everyone’s different, and that’s what you need to plan for.
Over the past few years you’ve probably spent less money on print and more towards digital—that’s normal, and doesn’t necessarily mean print is being phased out altogether. There are positive effects of having printed materials to compliment or support your digital space in your marketing efforts.
The benefit of keeping printed materials in your marketing mix is that a physical marketing piece doesn’t change. Something you post on social media will disappear into the abyss, but that printed piece will stay there as a constant reminder. While it’s still important to use social media, you just have to shift your focus accordingly. You can’t use print and digital the same way and see results. Recognize their unique features in a way that still sends a similar message to build your brand.
With print you have that physical ‘touch’ aspect. This is a powerful part of your marketing where you shouldn’t cut corners. Make sure the right amount of time is spent on design, paper and how it’s printed. Creating a quality printed item will lend more credibility to your business and leave an impact.
Be sure to keep personalization at the top of your list when using print and digital in your messaging. Clients and prospects like it when you take that extra step. Customize your messages so they cater to the recipient’s preferences. In a digital campaign, pictures and text can be adjusted to fit your audience. Once you establish contact with them, you can always follow up with a printed piece that has more information or a special to encourage interaction with your business.
Experiment with how your business can use print and digital together in your marketing mix. Leaving one or the other out is a recipe for a marketing disaster.