Digital marketing techniques have become an essential aspect of modern marketing activity over recent years and for good reason. The targeted reach and instant performance feedback these channels offer are widely known and are well discussed in business and marketing circles.
However, it is essential that businesses don’t overlook the value of traditional, print marketing tactics and devote all their marketing spend and activity to digital channels.
Tim Asimos wrote on the B2B Community website about the raising trend for business-to-business marketing to return to print as a key cornerstone of their marketing activity.
Tim makes a great point about the challenge that shrinking attention spans, email deliverability challenges and digital overload poses when you’re trying to engage with busy customers. He says that,
“Leveraging print in the right way can actually help firms engage their audience in a more differentiating way. That’s right, with everyone using digital and significantly fewer doing print, print can actually be a way stand out.
But the key will be finding unique and different ways to leverage print, not just the same old tri-fold brochures and sell-sheets from the past. While many think of content marketing from a digital perspective, print can actually provide a fantastic medium for longer-form content such as magazines and guides, while giving your audience something tangible to hold onto.”
So think about what you want your customers to know about your business or products and by what the best channel is to present this information. It may be that a digital channel is the right one to use for a particular message but don't overlook the value and role that creatively designed print material offers.
And with the cost of producing low volume, high quality print material becoming much more affordable in recent years due to the development of commercial digital print technology, you don’t have to rule out print for small quantities. This means that you could promote a specific aspect of your business to a targeted segment of your market in a really memorable and affordable way and make your message stand out from the competition.
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