How to Integrate Print Advertising and Online Marketing Campaigns
Despite the rise of online marketing in recent years, print marketing remains invaluable to marketing campaigns in general. This is because printed media reaches people in the real world, not the digital one, and the real world is the place in which customers are likely to purchase and use the products being marketed.
However, this is not to say that digital marketing should be ignored. It has proved far too popular and effective to be pushed aside in favour of a fully offline marketing campaign. But, instead of flipping a coin in order to decide which route to take, it far more beneficial to use them both to create a double-pronged approach that has the ability to create customers both in the digital realm and in the real world.
This solution comes in the form of the integration of offline and online marketing techniques, and represents a way to edge out the competition. After all, recent years have indicated that only a minority of the UK’s marketers have total integration.
Tips for Integrating Offline and Online Campaigns
It is important to identify the core theme of a campaign and create all marketing material around that theme. This is important as it creates true integration in the eyes of the customer. A campaign in which the digital and print media have little connection seems confusing or suspicious to its intended audience, and is far less effective.
Thus, ensure that the visuals, tone, and general feel of the campaign are consistent across platforms. This way, a customer continues his or her experience when transferring between campaign media.
2. Bring Real-World Customers Online
A campaign using only billboards, posters, and flyers is forced to try to convert interested parties into customers on the spot. The risk is that this approach forces the interested party to make a decision there and then. The print ads would have to contain all of the information necessary for customer conversion and, should this approach fail, the sale is lost.
That being said, print ads are excellent for attracting attention in public places. But, instead of trying to convert customers on the spot, it is better to create interest through the use of an idea, and then drive the interested parties online, via social media, to find out more.
Once online, prompt prospective customers to engage in discussions regarding the prints ads and the product itself – possibly through the use of a hashtag, which can be created and added to the print media. This essentially lets customers drive their own journeys.
3. Use Effective CTAs
‘CTA’ stands for ‘Call to Action’; a very important part of transferring customers from an offline medium onto an online one. Customers won’t simply go online because of a social icon printed on the bottom of a print advert. They need more incentive, which is precisely what a good CTA instils in them.
A nutritional supplement company, for example, might prompt customers to visit its YouTube page for video workout tips.
4. Further a Print Ad’s Reach Online
Print adverts can be highly effective for bringing people online, but they can be just effective for expanding the reach of the ad to online users. Holding competitions in which people have to photograph and share ads placed in obscure locations might make the ad accessible to users who might otherwise not have seen it. Such is the power of social sharing.
Furthermore, competitions create an excellent opportunity for lead generation, which can be made easy through the use of a Twitter list.
The prevalence of print ads shows that online marketing has not replaced it. However, the effectiveness of online marketing cannot be denied. This is why the integration of the two is a fantastic way to create a double-edged marketing sword that reaches people both in the real world and online.