It’s high time for us digital marketers to take a more evidence-based approach to media planning and realize the power of print within the campaign mix.
In the complex media landscape that we currently find ourselves in, with Big Tech privacy updates muddying the metrics and consumer distrust challenging the resources, it is no easy task to cut through the noise to identify which channels boost marketing effectiveness.
We find ourselves in a fragmented marketplace. We will need to leave our preconceptions at the door and reconsider all channels.
The Great Divide Between Perception & Reality
For far too long, marketers have dismissed print as old-fashioned and have instead opted for the shiny new toy – digital media. But data shows, there is a divide between perception and reality.
There is a hungry new audience that is terribly distrusting of technology – viewing it as devoid of material benefit.
Consumers are now craving tactile, unique products. In the crowded media landscape, where digital ads overwhelm our social feeds, there seems to be a rallying cry from consumers for a different kind of experience.
This year, consumers 18-24 years old opted into purchasing print editions of The Atlantic at a 130% higher rate than in November 2017. A recent study shows that “92% of college students prefer reading print material to digital material, finding it more trustworthy and engaging.”
Creating A Balance
The luxury that comes with print is that the consumer is holding the actual item in their hands – its tactile. Creating a sense of attachment and trust because of the tangibility. Hello brand loyalty!
Of course, digital media is so popular because of its ability to target mass amounts of consumers all over the world. There are numerous targeting technologies being developed every day, and innovative ways to collect and interpret data that help marketers connect with consumers online and on their mobile devices.
So, what’s the answer? As a small business owner, what should I invest my hard-earned marketing budget in?
First, know your audience.
Knowing your audience will better help you determine where to focus your marketing efforts. What stage of life is your target audience in? What platform do they use on social media? What are their hobbies? These questions will help you determine what type of marketing mix will work best for your business.
Second, practice makes perfect.
Rome wasn’t built in a day – your customer base won’t be either. As marketers, we fail daily. The key is to keep trying. Eventually, you will create an ad that captures your customer’s attention, a video that goes viral, and you WILL figure out the marketing mix that works for your business. KEEP TRYING!
Third, don’t be afraid to ask for help.
My mom always told me there was no such thing as a stupid question. It took me forty-one years to believe her.
Don’t be afraid to ask the questions you think are stupid. We have all asked them. Marketing is a learning, and re-learning, and re-learning process. The practice is always evolving, consumers are always changing, and technology – well, we all know what that does!
If you have questions, please reach out. We are here to help.
To learn more about the Power of Print and importance of a solid marketing mix, Brand It Graphix offers free 30- minute marketing consultations.