As our marketing environment becomes more focused on digital marketing and the cost savings that it brings about, it’s quite easy to forget the importance of print within any given marketing strategy.

There’s no doubt that times are tough at present, and as marketing budgets are coming under more and more scrutiny, print seems to be the first thing to be dropped in place for more cost effective alternatives such as online marketing, email marketing, Google Adwords and Facebook advertising.

But is this the right long term strategy for digital marketing and advertising?

To an extent yes, but that’s not the whole picture. The goals of your campaign should be what drives the medium you use, not the budget attached to it. We did a little digging around some of our latest client campaigns, looking at success rates of different media types to see what seems to work and what didn’t.

There’s no doubt that digital plays an extraordinary role in modern day marketing, and most businesses couldn’t survive without it. Whether this is online selling, email campaigns, website advertising, pay per click or search engine optimisation, they all have a highly relevant place in any marketers toolkit, but our findings have been somewhat interesting.

We’ve run campaigns for clients that have been purely online, and some that are purely offline. When we’ve analysed the results, we’ve found that both have achieved or exceeded their objectives and helped bring in extra revenue streams whilst building an improved brand image and company message.

But, more interestingly, outstanding results have been seen when we looked at a fully integrated approach, a combination of online and offline media each working together to promote a company and differentiate it from the competition, targeting its audience from all angles and channels, whilst ensuring no option to sell their products, services and benefits is being missed.

On average, we saw a rise in overall KPI’s and achievement of objectives when an integrated approach was taken on board and effectively launched. This has ultimately paid for itself a number of times over, and helped strengthen our client’s brand positioning within the market.

This shows that there’s still a definite place for printed literature in campaigns of all shapes and sizes, whether for a public sector organisation or SME, there’s an approach that can be taken on board that helps print work in harmony with digital marketing techniques, generating the overall achievement of campaign objectives and targets.

The future looks an exciting one for marketing, and as more channels and methods become available, it is likely that fully integrated approaches will become the norm in achieving campaign objectives.

Let us know your thoughts on using print for digital marketing and advertising by posting on our blog!

Cornerstone DM