How To Use Integrated Marketing For The Best Results.
Print marketing works, so to does online marketing, and by using both you are covering more ground, but by actually successfully integrating them you can take your business marketing to a new level. Integrated marketing can create a seamless, multi-dimensional experience for your audience. Using print and digital together you can reach a wider audience, contact customers at different stages of the buying cycle and offer your customers a larger variety of ways to engage with your brand, make buying decisions, contact you and make purchases.
How to effectively Integrate your print and digital marketing:
QR codes are a direct link between your printed marketing and online media. Customers can scan the codes from the printed material, increasing traffic to your online campaigns and providing you with valuable data on when and where they are interacting with your printed material. QR codes can be printed on brochures, catalogues, flyers, business cards, letterhead, invoices, posters, promotional items – they can be printed on virtually anything.
QR codes can include contact information, calendar events, website links, phone numbers, email addresses, Wi-Fi information and whatever you need to cover.
Including unique URLs specific to a campaign on your print marketing material that directs the customer to a specially created page on your website that is relevant to the topic will be more effective than directing traffic to your home page . With a custom landing page you can speak exactly to the purpose that they are visiting your website. Additionally, by including unique subdomains, vanity URLs and personalized URLs on your print marketing materials you can effectively track and assess how successful your print marketing campaign is.
Call tracking works in a similar way to unique URLs, you can print a phone number that is unique to each promotional item or print marketing campaign on the materials and then accurately track the effectiveness of the campaign.
Using unique coupon codes that direct to a particular URL also allow you to attribute purchases made to that particular piece of collateral.
Explore the possibilities of variable printing
Variable printing where graphics and text is personalised in the print process is an ideal tool for direct marketing initiatives that are combined with social media campaigns – for example your online audience can receive personalised print marketing materials in exchange for engagement.
Using tracking pixels and unique URLs you can tailor follow up marketing specifically for people who have responded to individual print marketing campaigns. This was successfully done by the company ‘Harry & David’ who personalised their printed catalogues for every customer with personally tailored gift lists based on the data they had collected with tracking pixels.
Combine Direct Mail and Email Marketing
When running a direct mail campaign, let the recipient know that they will be receiving something in the post and follow that up with another email after the package has been delivered. Use the email to reinforce the message and to encourage engagement.
Combine Direct Mail with Personalised URLs
An example is Dairy Queen who used a postcard campaign to fill in informational gaps about their clients. They sent clients a postcard wishing them happy birthday included a personalised URL to download birthday coupons, in exchange for an email address or other missing contact or relevant information.
Augmented Reality Marketing
Recently advances have been made in augmented reality marketing. With augmented reality apps people can digitally scan and interact with your business card, store display, catalog, pen, or other physical item. They can watch videos, follow links, read descriptions, navigate to landing pages – whatever you like!
Integrating print and technology improves targeting, enhances personalisation and increases conversions. It’s through integrating the two that your business marketing will be most effective. Even traditionally digital-based companies (Net-a-porter, Air BnB, Amazon and CNET) have started to produce printed marketing material to supplement the online presence.
Integrating print and technology improves targeting, enhances personalisation and increases conversions. It’s through integrating the two that your business marketing will be most effective. Even traditionally digital-based companies (Net-a-porter, Air BnB, Amazon and CNET) have started to produce printed marketing material to supplement their online presence.
Would you like to use integrated marketing in your business? Contact us today on (02) 8399 2444 or email us at firstname.lastname@example.org We’d love to work with you to help you grow your business with integrated digital and print marketing.
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