The next time you ride the subway, take a look around. The vast majority of people you’ll see will have their heads down, reading the news, engaging with friends and family, all through their smartphone. A mere ten to fifteen years ago, this would not have been the case; back then you might’ve spotted many transit-goers reading magazines, newspapers, or a paper-back novel. This isn’t a new revelation by any means, and as the space for digital continues to expand rapidly, many businesses are led to question whether or not investing in a print-based marketing strategy is worth their time and money. What we’re here to tell you is not only is a print worth your time, but that it can in fact improve upon your digital strategy by boosting engagement rates, both online and off!
It’s no secret that digital content marketing has steadily eclipsed print-based marketing over the course of the past few years. While this is an exciting time to be developing an online content strategy, it is also becoming increasingly difficult to break through the digital noise in order to be noticed. Therefore, print’s decline in popularity poses an incredible opportunity for those seeking to side-step the oversaturated digital market and connect with customers directly. Print media offers the unique advantage over digital, as humans tend to gravitate towards its tactile nature. With more and more people opting to take time away from their smartphone screens, print media provides a soothing alternative worth considering.
With an over-abundance of information appearing online, unless your audience is checking their newsfeed every hour, they’re bound to miss an important promotion. Conveniently, releasing these same promotions in print-form, such as a mail-out flyer, will ensure that they are delivered to and seen by your audience, as they are much more permanent than an online post. The less immediate nature of print encourages the reader to engage with material more thoroughly, in contrast to digital media which tends to promote skimming, and therefore less information retention.
Print based marketing collateral doesn’t necessarily need to compete with your digital strategy, and instead can be used as a technique to enhance your online campaigns. Technology such as QR Codes, allow for a bridging between the physical and digital. These can be included in your printed newsletters, or displayed in brick-and-mortar stores, and allow the customer to scan in order to be entered into online promotions. Using this technology can help to boost your online audience by offering incentives for following your social media accounts.
As online content marketing continues to thrive, using printed materials to connect with your audience becomes an increasingly complex task. Luckily, here at Pace Creative we like to consider ourselves experts when it comes to all forms of marketing. If boosting your online engagement sounds like something you or your brand needs, give us a call!
Pace Creative is a full-service marketing communications agency with offices in Vancouver and Calgary. Our goal is to exceed your expectations on every project, not only in what we deliver, but with our world-class customer service too.