The world has gone digital. Everyone loves technology – even kids! It amazes me how much kids know about technology when they are only toddlers. I think having a toddler computer is a little ridiculous, but that’s just me. My point is the world is going digital in all facets.
I don’t remember the last time I wrote a check. Read the “real-life” newspaper – the offline version? Not recently. Went to the movie store to rent a movie? Got Netflix for that.
With everything, including marketing, going digital, the best thing to do is to adapt print marketing to the digital realm. People still like to read printed items like magazines and newspapers. It’s much easier to tote around a brochure or postcard instead of sitting down at a computer to print out the brochure info while you’re shopping. Then again, there’s nothing that says you have to even leave your house to go shopping anymore.
Expert Opinion #1
Two experts weighed in at DMNews.com about the subject. Pamela Girardin, President of Q2 Marketing, says the print industry has many advantages – notably, the touch-and-feel advantage. That’s part of the reason why I like my magazines so much – I like feeling the pages. I like smelling the perfume samples. I like being able to take my magazine on the plane, to the beach, or wherever I want without having to worry about Wi-Fi access or a laptop battery running low. Plus, looking at a computer monitor all day would hurt my eyes. She says the biggest hurdle for the print industry is rising costs.
I agree with her that rising costs are a factor. I would also note that as more consumers are becoming more “green” and concerned about the environment, the print industry needs to take note and offer more green options. Many printers already offer recycled paper and soy inks, which is a great start. I think a key to integrating print into digital is to offer people a choice: do they want the online version of a brochure or a print version? Do they want to get their bank statements by email or by regular mail? I think that giving people a choice will help to integrate print and digital.
Expert Opinion #2
The other expert that gave his two cents at DMNews.com was Jeremy Knauff, CEO of Wildfire Marketing Group. He says that technology has reduced the need for print jobs, but marketers can use printed materials to follow up with people that clicked thru to your Web site. He also mentions that people love customized products geared specifically for them. He advises to use short-run printing and customize marketing materials for specific clients.
I think that he has a good point of using both digital and print to market to the same people. I don’t think people will see a postcard and an email as being too “in your face” because they are different media. You could follow up sooner with an email or postcard than you could with another email or another postcard the following week. I think using all the different media available could really be successful when integrating print marketing in a digital world.
