There are so many options when it comes to marketing, it can make you dizzy. You start with one plan based on data that you’ve received, or maybe you’ve done your own testing to see what will work and what won’t. And sometimes when you put something in front of a group of people to test it, the results are not what you expect. There are many ways to build perfectly layered marketing events to talk to customers. These methods take into consideration, what you’re selling or your message.
We do know that multiple touch points in different mediums will net the best ROI's. Using a mix of marketing techniques at multiple touch points will net a higher lift for the other touch points.
email ads have about a 3 second window with a customer and have little to no emotional trigger
digital ads on a social media post will net about 5 seconds with a customer and depending on who shared it may have a little more emotional connection
direct mailer or a printed piece, will net, on average 10-15 minutes and triggers more senses and emotion
Print is tangible and captivating.
It’s important to include print in this mix. Print will always have many advantages over digital mediums, like respect, trust, and emotion. Print is more trusted because there’s more time put into a printed piece, from proofing and editing, to the equipment and processes it takes to get this in front of customers. Print ads are more respected because they can be positioned in the most relevant editorial sections of publications or point of sale. Print creates emotion and nostalgia unlike any other medium. Whoever owned a collection of digital ads?
It’s the mix of everything working together that helps refine this communication and makes for a perfect platform to sell product or communicate to customers. The one thing that is constant is that it’s multiple vehicles and includes print.