In recent years, Internet sales seem to be the common concept with all people. People trade through Internet every day for diversified types of products. As the result, we can observe the stable growth of Internet sales segmentation and the discussion about whether print is still a choice for e-marketing. A recent research is carried out to improve the thinking that marketing is definitely changing, but that conventional marketing channels like print remain highly valuable in the marketing mix.
Key factor to maximize options of e-marketing is taking all the advantages of a “multichannel” approach; it means that you should use both traditional and online channels. This process needs to be considered carefully so that the different channels provide information that is not repetitive, while being consistent to a combined message. Avoiding “copy-paste” approach from leaflet to Facebook is really crucial but you don’t want your customers to be piecing together the information from each channel like a jigsaw!
Duncan MacOwen, FESPA show his opinion that: “Nowadays, traditional printed material such as books, brochures and magazines frequently direct readers to other digital media to supplement their experience with sound or moving image or to take them to an Internet retail platform.”
It is undeniable that is an ideal channel for your messages. Several dozens of selections are provided with the information in the printed materials, making them more visual, grabbing the reader’s attention. This step can then direct them to your website for details, where they also have the call to action to place an order or contact your sales team for a bespoke quote.
ParentHub recently ordered some A5 brochures that introduce their new mobile app. The brochure is aimed at head teachers and outlines the benefit the app brings to schools. The brochure then displays contact information at the back, including the twitter handle.
Social network Twitter also adds an animated video, content from their YouTube channel. Those kinds of videos focus essentially on parents, which helps ParentHub attract interest from the end user as well as the customer (the app is free for parents but schools need to subscribe for the service to be active).
From the point of view of Ronald Busse, Lecturer at the Business School of Fresenius University of Applied Science, customers now tend to switch between channels, perhaps they may make contact in store first but after that buying online or vice versa. For this reason, employing a multichannel approach is incredibly important.
The knitting yarn company, Baa Ram Ewe, decides to print their yarn labels with a QR code on the inside. The text to the side offers free pattern links and special offers to those that sign up on the website. That allows measurability of the impact printed materials have, an increased customer database and direct customers to an additional purchase point all in one go.
On the other hands, it is obvious that the standard for choosing appropriated marketing channels also depends on the product category. Products and services fall on a spectrum of attributes and these vary depending on the needs of the individual consumer. For example, when desiring a new car fuel consumption seems to be cared more than leather trim. According to Yale Marketing Professors, Dhar & Wertenbroch, consumers map these features and separate products based on their utilitarian or hedonic nature.
Kushwaha and Shankar, Professors of Marketing at University of North Carolina and Taxes A&M University do a quantitative research to study about utilitarian and hedonic product marketing. The result shows that conventional channels such as printed brochures or leaflets really match with utilitarian products such as gardening tools. Hedonistic products, luxury items such as toys, sports cars or beauty products are better suited to a multichannel approach as people spend more time considering and investigating the options.
Print is the prerequisites for both types of approaching; the only one different thing is the way these are designed would differ given their placement with the other marketing channels used. Ox-on use these A5 product brochures to supplement in-store displays with details of the features and benefits through their range of gardening gloves.
You are the buyer who encourages hedonism, you could use A7 gift or loyalty cards alongside in-store promotional posters to attract customers turning to your store again or online registration.
The marketing mix is never the easy way; it will become really attractive and special if we plan carefully. You should never forget key factors that will dramatically influence the channels that an organization chooses for promotion are product or service specification, target audience and brand positioning. Printed marketing materials are like a leverage supporting a lot for image of a brand as digital channels.
All in all, there are a lot of tools support for your goods and services. Creating successful print marketing that works together with digital options like email campaigns or an online advert is a great way to increase the amount of available channels. This campaign will bring your organization a professional look cement your brand identity.