Cross-media Marketing: How It Ties Back To Print

Crossmedia Concept, Infografik

As we discussed last week, cross-media marketing is a huge buzzword in 2016, and more and more companies are investing their resources in multi-faceted campaigns that engage their audience across multiple platforms and mediums, both digital and traditional.

When people think of something new and innovative like cross-media marketing, they don’t necessarily think of traditional marketing methods like print. But print is an absolutely integral part of any successful cross-media marketing campaign, and you need a partner who understands how to integrate print to drive campaign interactions, conversions and sales.

So how does cross-media marketing tie back to print?

 

It’s What People Want

Incorporating print into your cross-media marketing campaign will open new opportunities to target your audience that might not be as active in the digital space. This is particularly true for older demographics who might not utilize social media or email as often as their younger counterparts.

It also happens that print is the preferred medium for communication with a significant portion of consumers. According to an Epsilon study, 70% of consumers preferred direct mail for receiving information from companies they aren’t familiar with, and 67% said that they found mail to be more personal than email.

 

It Connects The Dots Between Real Life And Digital

Print also helps bridge the gap between a person’s “real life” and your digital messaging. While people today spend the majority of their time online, there’s something to be said about connecting with a brand outside the digital space. By having a tangible piece of marketing material (whether it’s a postcard, a direct mailer or a brochure), you’ve incorporated your brand into the consumers day to day experience, making them more likely to be receptive to your messaging across other mediums.

 

It Builds Trust and Credibility

Another way that print can be a huge asset in a cross-media marketing campaign is that it builds credibility with your audience. The barrier to entry for people, brands and companies to build a digital presence is fairly low; all you need to do is register a domain and throw up a social media site, and you’re ready to roll. And while there are plenty of credible and trustworthy brands online, there are also a lot of scams and companies who’s reputation is not so solid.

Customers want to know that they’re dealing with a real company and, if they have an issue, they’ll be dealing with real people. Incorporating a print campaign can help to build your credibility with your audience; typically, companies without a serious business presence don’t have the resources to invest in and execute a successful print and cross media campaign.

In addition, print contributes to the overall consistency of the campaign. When a potential client gets a direct mailer from you that directs them to a PURL or a social media page, you want to make sure that wherever you’re sending them has the same design and aesthetic as the mailer. This consistent experience across print and digital will go even further in helping to build trust and credibility with your audience.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality cross-media marketing, graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross-media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

 

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