Cross media marketing is a huge buzzword in the marketing world in 2017. Cross media marketing is the cross-promotional marketing strategy that ties together multiple mediums, both traditional and digital (like print, SMS messaging, social media, and PURLs), on a single campaign. By leveraging multiple channels – and having each channel work in tandem with the other – marketers are able to get “the best of both worlds” by targeting and reaching their audiences in a variety of ways.
A lot of companies put the majority of their efforts into digital channels. But if you overlook print, you’re missing out on a HUGE opportunity. Print is still one of the most effective ways to reach your audience, and by leveraging print, you’re able to drive your audience to your digital content and increase engagement across all channels.
Here are three reasons why you should make print the star of your cross media marketing campaign:
You’ll Reach A Wider Demographic
If you focus your entire campaign on digital channels, like social media, there’s a big demographic of people you’re not going to be able to reach.
It may seem hard to believe since digital marketing has taken center stage in recent years, but there’s still a large part of the population that prefers their communication the old-fashioned way: through print. And if your entire campaign exists online, you’re going to miss on connecting with those people.
By making print the star of your cross media marketing campaign, you’ll be able to reach a wider demographic. For example, let’s say you were deciding whether to send an email or a mass printed mailer. With the printed mailer, you’re able to reach a wider audience; not everyone has an email address (or an email address they check often), but virtually everyone has a mailbox. And by using traditional marketing methods, you can get your message into the hands of more people.
You Can Bring Your Marketing Message To Life
One of the major benefits of using print in your cross media marketing campaign is that it brings your messaging to life in a way that’s impossible to recreate on a screen.
With print, your audience gets to hold your messaging in their hands. They get to engage with it in a real and tactile way. When they’re interacting with your brand in the digital space, there’s always a degree of separation. A digital experience will never be as personal as a real-life experience. And the personal experience your audience gets when they get to interact with your messaging in the real world – and the positive sentiment it creates – can seriously boost the success of your campaign.
You Can Drive Your Audience to Digital Through Print
The best thing about making print the star of your campaign is that in addition to being a great marketing tool in its own right, you can also use it as a way to drive your audience to your digital efforts.
So, for example, you could send out a personalised mailer using Variable Data Printing and include a PURL, which would then bring your audience to a personalised digital experience, allowing you to interact with them across both print and digital channels. The same isn’t true for digital; it’s not like you can post something on your social media feed driving your audience to your print campaign.
Starting off with print allows you to make the most out of both your traditional and digital channels.
Cross media marketing is here to stay, and if you want to see major results on your campaigns, we highly recommend making print the start of your campaigns.
How Can We Help?
At Rogue Print and Mail, our proven track record of delivering the highest quality 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 firstname.lastname@example.org to arrange an obligation free 10 minute discussion with a member of our expert team.