The rise of the internet and access to advanced and (relatively) affordable technology has completely altered how we all consume news and advertising.
The internet has also changed how we interact and engage with each other. We know this from how much time we spend online and we see it in how much email we get compared to post through our letter boxes.
This change is not news of course. For those of us who have been in business over the past few years the rise of the internet has meant that we've had to learn a lot of new skills very quickly in order to reach our potential customers in the online world.
The Rise Of Digital Marketing
We are also being advised to increase the portions of our marketing and advertising budgets that we spend online and on elements like SEO, social media engagement, content marketing and UX research in order to be better position to reach our customers.
There is no doubt that digital marketing techniques and technology are amazing. They provide us with huge levels of detail and knowledge about how to reach and engage with our customer base. We can tell when emails we send are opened, what pages people visited on our sites, how long they stayed on each page and what content is really of interest to them.
But while we’re busy developing our skills and knowledge in the digital realm are we overlooking the value that can be gained from properly integrating the insights generated from digital media with the elements of the ‘traditional’ marketing mix?
Print Marketing is Still Essential
Yes, it’s true a lot of people are spending more and more time online, but they haven't as yet moved to live completely in the virtual world. When they are in the physical world they are still exposed to outdoor signage, branding, point of sale material and other hard copy mediums.
Research published by the UK based Direct Marketing Association on July 31st 2014 which found that while the amount of money spent on door drop media such as leaflets, brochures, newsletters, catalogues and product samples was down by 2.6% in 2013 from the previous year, improved targeting meant that the products were reaching the right consumers.
The DMA research also found that visitors were 10% more likely to visit a website in response to direct mail than those who received an email. Similarly, nearly half of those surveyed said that they had retained printed items they received and 17% said they did so regularly.
An Integrated Approach
This research shows that when digital and traditional marketing are integrated appropriately they can be hugely beneficial to how customers interact with your business. When marketing is done right it needs to be relevant to the user and then it is welcomed by them and not seen to be intrusive and annoying. Presenting the right message, to the right consumer at the right time is the way to do this well and that means remembering to use the whole marketing mix and to not just focus on one platform all the time.
Contact us on 01-4584800 or request a quote today to see how we can help you integrate your marketing mix
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