Oftentimes, even seasoned marketing veterans can sometimes make the mistake of thinking that they have to pick between print and digital when it comes to their collateral. In reality, that couldn’t be farther from the truth. In fact, it’s possible to take the unique personalization opportunities presented by the former and help them meaningfully inform the latter. This type of cross-media marketing happens all the time – you just need to keep a few key things in mind.
Digital Advertising and Direct Mail Marketing: A Match Made in Heaven
Think for a moment about all of that incredible customer information you’ve already collected through digital CRM tools. There’s no reason why that has to exist solely in the digital OR the print world when they can both co-exist.
Take that next flyer you’re going to be sending, for example. How easy is it to include a QR code that a reader can scan with their smartphone? VERY easy. You can do it in seconds, and that QR code can have a link to take them to a landing page for the product they were just reading about. They can find out more information in seconds and you don’t have to worry about two completely different campaigns.
Not only does this make things dramatically easier for the reader if they ARE interested in the product, but it also cuts down on the amount of time it takes for your people to make a sale. People already carry their smartphones, tablets and other mobile devices around with them wherever they go. It would be an absolute shame for you not to take full advantage of that when given the opportunity to do so.
Likewise, you could always prime a customer with the rich personalization offered by print before handing them off to someone in the digital world. By looking at both of these techniques as two sides of the same coin as opposed to two different coins altogether, you’re not just improving your response rate – you’re creating a meaningful impact at the most important time possible.
If you’d like to find out more information about how to combine the worlds of digital and print campaigns to take advantage of both at the same time, or if you’re just interested in learning about even more ways that we can help you improve your direct mail ROI, please don’t delay – contact us today.
