From Print to SMS Messaging: Merging Traditional Advertising with Digital

A short 10 years ago, a company that wanted noticing would have one of about three options. They could buy a print ad in a local magazine or newspaper. Or, they could spring for a 30-second television spot and put a significant dent in their bottom line. Third, they could invest in a radio ad and cross their fingers that their target audience was listening at the right time.

Now? It goes without saying that marketing options have expanded significantly. From social media outreach to text alerts and e-newsletters, digital is changing the marketing game. But is the smartest move embracing this new frontier with open arms, completely abandoning traditional advertising techniques in favor of this new approach that’s smarter, sleeker, and arguably more effective?

In short, not quite. While digital is certainly a major player in today’s marketing sphere, there’s room enough for everyone on the starting lineup. So how can companies embrace both and stay ahead, while also reaching the target demographics they need to grow their brand community?

Making Space for Both: A Mix of Traditional and New-Age Marketing

Let’s take a look at why it’s important to not totally nix your print advertising methods, even in today’s fast-paced digital landscape.

First, studies reveal that 56% of consumers actually trust print marketing materials more than any other form of advertising. That means those flyers, magazine ads, and newsletters you’ve built your company around aren’t losing you followers. In fact, they’re serving quite the opposite purpose. One of the reasons why consumers are so drawn to these tangible materials is that in a world of screens, they offer a much-needed reprieve.

Another reason? They help clients remember your name better, and allow you to put a “face” to your brand. Arguably no other marketing medium allows you to create a more cohesive brand image than print. From stationary to memo letterhead and thank you notes, when your print materials all look the same, clients can remember you better and that brand recall is key to establishing the long-term relationships your business needs to grow.

Yet, it would be remiss to harp on the advantages of print without recognizing the incredible power that digital marketing can afford. Let’s start with social media. Creating and actively posting on key social media channels such as Facebook and Twitter can prove instantly advantageous if the right strategy is deployed. Studies show that there are now more than 3 billion active social media users. That opportunity for connection is second to none, and smart brands will be those that leverage social media’s power of connectivity to gain followers, promote their business, and grow their communities.

Moreover, digital marketing is an excellent way to keep pace with the growing consumer preference for mobile and smart devices. As 77% of Americans now own a smartphone, it’s vital for companies to reach them where they are, and this usually means sending them text messages that they can read and absorb on the go.

By allowing web visitors to “opt in” to receive SMS text messages that alert them on new promotions and deals, companies can ensure that their outreach notices are going straight to their customers’ text threads, which they’re statistically more likely to open than an email. The result? Higher conversion rates and improved customer satisfaction, as you’re not requiring your clients to dig around for the information and promotions they’re looking for.

Moving Forward: Making the Most of the Tools at Your Disposal

So how can companies do both? How can they implement print-based marketing materials at the same time they’re fully embracing the new digital landscape? The answer lies in working with the right team. Companies like Creativedge Marketing specialize in helping brands find the ideal mix of traditional, online and internal marketing programs to attract and retain the right clients. While you could manage your marketing efforts in-house, it’s often wisest (and easiest) to outsource these efforts so you can continue working on the projects and programs that keep your company running smoothly.

An outside partner will be available to answer your questions, guide you toward successful resolutions, and offer a professional helping hand to help you navigate the challenging and sometimes confusing road toward marketing success. Moving forward, successful companies will be those that make these types of partnerships to supercharge their marketing and advertising efforts. Having a solid team behind you is the key to propelling onward, and nowhere is this truer than in the business world. So let’s make 2018 the year that traditional marketing and digital outreach work hand-in-hand, helping companies reach the clients they need in the ways that are most effective and beneficial for all.

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