One of the things we always talk about is the need for online as well as offline marketing to promote your website. We could talk for hours about the need to maintain a consistent marketing look along your website and marketing pamphlets to help boost brand recognition. But what does all of that really mean? How does your print marketing work together with your online efforts to create a strong marketing approach?
Online marketing is not quite as prevalent as you may think and it often needs print marketing to prop it up and make it effective. We want to believe that the younger generation gets everything it needs off the Internet, but that is not the case. We also tend to believe that older generations shy away from the Internet when it comes to getting new information, but that would also be inaccurate.
The dynamic between generations and their reliance on information makes for an interesting study. We may look at that in detail later, but right now it helps to know that younger generations still look to their local newspapers and entertainment magazines to get a big portion of their information. The older generations tend to not trust online advertising that is not reinforced with offline efforts. So it is safe to say that some people need to see your advertising in print in order to find it effective.
A potential business client who is getting ready to board an airplane may spend more time reading a magazine than surfing the Internet on their phone or laptop. Magazines and newspapers are easier to carry and so are product pamphlets. When a potential client is looking for some fast and convenient reading, it is not unusual for print content to be their first choice.
A big marketing message needs a big medium and with online marketing you are limited by the size of the screens your target audience is using. Even the largest tablets cannot compare to the visual impact of a full-page print ad in a national newspaper. It can sometimes be more effective to kick-off a marketing campaign with a huge, full-color ad in a newspaper or large-format magazine than to rely on someone else’s smartphone screen to get the impact you are looking for.
Our marketing experts can roll out a complete marketing plan for you that would include printed materials to compliment your online advertising. It has been our experience that a comprehensive marketing plan consisting of offline and online elements is exponentially more effective than relying solely on one or the other.
Of course, the ratio of offline to online content depends on your message and your audience. In some cases, you may not need the ratification of a print advertising campaign to bring legitimacy to your online efforts, but you will still need effective pamphlets for your trade shows. Let our experts review your marketing needs and prepare the perfect mix of print and online content to exceed your marketing expectations.
You are putting a lot of money and effort into your website and it is showing excellent results. But we know from experience that you can enhance those results by also including a strong offline campaign as well. Give us a call and let one of our experts explain the synergy between print and online marketing to help bring the maximum amount of attention to your advertising efforts.