Why Your Business Needs to Bridge the Gap Between Print and Digital Advertising

In our last blog, Is Print Marketing Dead in the Internet Era, we discussed indisputable reasons why print marketing isn’t dead. In fact, our closing message was that your print media campaigns complement your digital media campaigns.

In this blog we’ll explain how you can take steps to ensure that your print and digital advertising work together as components of your larger marketing strategy. When you bridge the gap between print and digital advertising, they work synergistically. Your marketing strategy can only benefit!

Why Your Business Needs Both Print and Digital Advertising

1. More Marketing Platforms Equal More Conversions and Higher Sales
On average, it takes 12 points of contact before a customer is ready to make a purchase. A study completed by USPS Mail and the Internet White Paper found that consumers that consulted multiple media before making a purchase spent 30% more than those that only consulted a single medium. What does this mean? When potential customers pick up your brochure, go to your website, receive direct mail pieces and emails from you, they are more likely to convert into customers than if you focused on advertising through a single medium. Multiple touch points simply mean a higher likelihood of conversion!

2. You’re Able to Reach a Broader Audience
When you combine your online and offline marketing efforts, your marketing message reaches a much broader audience. Your target market may be scattered through various generations, genders, professions, and locations. If your marketing strategy consists of a single medium, there is the potential you’re missing out a big chunk of customers who aren’t exposed to the medium you’ve selected.

For instance, if you focus solely on digital marketing, you may be missing out on business from older generations that aren’t as tech savvy. Likewise, there is an audience of consumers who only search for products and services online, and are not easily reached by traditional marketing. The majority of businesses will have audiences that fall into multiple demographics. Make sure your brand reaches its full potential by combining both print and digital advertising efforts.

3. You Increase Brand Exposure and Awareness
Integrating print advertising and digital marketing into your marketing strategy boosts your overall brand exposure. Search engines, ad networks, social media, and video platforms are saturated with marketing messages from all types of business. When you combine a print campaign with your online marketing campaign, your brand becomes more prominent. Even if potential customers miss one ad, you have other ways and mediums that have the potential to catch their attention. A study conducted by USPS Deliver magazine found that websites supported by product catalogs yield 163% more revenue, than those not supported by catalogs.

What should you take away from all of this? If you’ve learned one thing, it should be that print and digital advertising work best together. Depending on the product or service you are advertising, integrating a variety of appropriate mediums will only boost your revenue. It’s important to know who your audience is and where they are looking for you. Instead of frivolously spending money on marketing strategies that are not going to gain customers, bridge the gap between the web (a highly measurable form of advertising) and print marketing (a highly tangible form of marketing). Combining web and print marketing will increase your brand exposure, familiarity, credibility and loyalty. All of these factors lead to better results!

If you need help integrating your print advertising with your digital marketing, Print Three has the tools and resources to help. Find a location near you to discuss your marketing strategy with a marketing specialist.