Why you need print in your marketing mix.Although most companies are devoting more of their marketing and advertisingbudgets to digital media, print has several unique advantages: permanence,credibility and deeper reader engagement. There are ways to integrate your printcommunications and campaigns with digital media - QR codes and/or PURLs(personal URLs).Many businesses have completely migrated their marketing efforts to the webbecause of its speed, flexibility, cost effectiveness, exposure potential andconvenience, but print still remains a powerful and necessary component of anyinitiative.Print media advantages over digital:Tangible – it’s a physical object. Magazines, newspapers, and brochures can befound in homes or offices for months or years, while Internet ads tend to disappearinstantaneously.Credible – Print gives a sense of legitimacy. The sheer quantity of web sites andinformation on the web can be overwhelming and the fear of spam, scams andviruses can make people hesitant and wary. Not so with print.Branded – Print is excellent for solidifying your brand identity. To establish brandrecognition, make sure your communications should have a consistent aesthetic:fonts, colors and types of images.Targeted – Placing ads in publications such as specialty magazines and sendingdirect mail to special lists can effectively reach niche audiences that may be moredifficult to target online.Engaging – Consumers are more engaged when reading printed material,unlike websites, which are often skimmed in as little as a 15 second visit. Peopleread digital screen text 20%–30% slower than printed paper. (Alshaali & Varshney,2005 study).(continued)
(Page 2)Less Print – With more and more businesses relying solely on the Internet, SMSand email, the decline of print publications, direct mail and collateral materials canactually be used as a marketing advantage. Publications are less crowded, providingbetter exposure for your ads, less direct mail is sent and less collateral is produced,allowing your communications to stand out. integrating print and digital:QR Codes – Placing QR codes on printed pieces is an excellent way to bridge thegap between print and web. When scanned with a smartphone, the QR code willtake you to a home page or a special offer “Landing” page on the web.PURLs – Placing a PURL (Personal URL) website address on printed pieces or inadvertising, is another great tool to integrate print and digital communications.When visiting the PURL, you get a personal web page or a special offer page onthe web.The best way to market your business is to utilize as many channels as possible andreach out to your target audience, where, when and how they prefer. It is likelythat most marketing and advertising will be executed online, but there are stillmany who want to consume information and offers via print communications.Finding the right balance between various media will ensure a steady revenue flow,increase sales and capture new business.