/getattachment/217ee19d-3ab0-455e-927f-1d5008dd037e/Combining-print-and-digital-header.jpg?lang=en-US&width=1200&height=700&ext=.jpg

What to consider when combining your print and digital marketing strategies

Katie Ashford - General Manager, Group Marketing and Communications, Ovato

It’s important to blend offline and online marketing channels. Why? Because while you may assume that one is better than the other, the reality is that they both deliver on different marketing objectives, and committing to one without the other means you’re missing out on speaking to some part of your audience.

After all, COVID-19 showed the power of reaching people at home with marketing materials that were tangible and real. And it also showed the need for brands to be visible in a digital world and offer online channels for engagement.

When you strategically use both, you reach more of your existing and potential customers.

Here are the things that you need to consider when looking at your perfect marketing mix.

Customer behaviour

No-one knows your customers better than you do. You know what they like, and (hopefully) how they prefer to interact with your brand. It’s your job to know what they want and if you don’t know, you need to find out via research.

So, it makes sense that you’re concentrating on engaging with them in the way that they find best. After all, it’s no good using social media to reach people who aren’t online if they prefer print magazines and catalogues. And it’s equally pointless to try and reach people with print material if they’re dedicated to Instagram and Tik Tok.

Budgeting

Planning is all-important. Benjamin Franklin put it best - “By failing to prepare you are preparing to fail.”

Working out when and where you can spend your precious funding means you’re not just splashing cash on whatever catches your fancy. There’s a point to everything you put money into. You need a concrete plan of who you want to reach, where they are and how you plan to reach them.

It’s important to remember that budgeting isn’t about spending less. It’s about taking what you have and getting the most out of it. In other words, playing smart, not hard. Playing smart means using your first- and third-party customer data to drive your decision-making. It will help you target likely buyers with the right marketing material to turn them into big spenders.

Messaging

When it comes to your messaging, consistency is key.

Wherever you choose to put your marketing budget, it’s vital to ensure that whatever channels you’re using are all singing from the same hymn book. It’s all too easy to assume that print and digital need to say different things.

But if you’re diluting your message across your channels by trying to say too much or by jumping from one thing to another, you’re weakening your position in front-of-mind.

Our advice is to develop one clear message and make sure that it’s consistent across every piece of creative, content and comms. Adjacency of media means it becomes stronger and more compelling.

Metrics of success

How do you know if you’re winning?

Marketers have a range of measurements that tell us if we’re doing a good job. Deciding on a success metric will tell us that it’s “Mission Accomplished.” Whatever you choose, knowing what measures as success will inform where you need to spend.

Be it churn rate, acquisition costs, conversion rates, engagement, time spent on site or Customer Lifetime Value (CLV), it’s critical to make sure you’re measuring.

Because it’s not just about knowing if you’re doing well. It’s about understanding your return on investment (ROI). It’s through ROI that you can find out if there are changes you can make to the marketing mix that will improve your results and set you up for long-term success.

Conclusion

It’s only by combining the power and reach of print with digital that you reach all your customers wherever they may be. But it’s not a case of just “doing it.” You need to consider your objectives, plan accordingly, budget smartly, measure your output and be creative.

When you combine print and digital, your marketing channels work in harmony to spread your message far and wide.

For help in getting the most out of your print and digital marketing, speak to us today.