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The rise of digital marketing is well documented, and some have said that print, as the formally ‘traditional marketing’ source, is now the official ‘non-traditional marketing’ source. Where digital used to fit in with print, combining digital and print marketing seems to have more of a digital led feel.
One advantage of digital marketing as opposed to print marketing, is how measurable it is. You can use analytics packages to see where traffic is coming from, the quality of the traffic and the conversion rate.
Traditionally you would measure print reach and engagement but the number of people it went to or went in front of, and looking for any enquiry or sale increases. This could be unrealistic and unreliable. Having said that, using digital marketing alongside print, or just boxing clever with your print marketing, means you can pretty accurate on measuring Return On Investment (ROI). Here are some ideas on making print marketing measurable.
On digital marketing you can give complex urls on landing pages to show every aspect of the campaign and measure it’s success including location, keyword and source. On print there is no ‘click’ but you can make the CTA a specific url. “Visit www.mywebsite.com/newyearsale for example is easy to type and find, and if that url was only used on your print campaign you can see how many people are following your CTA. Even if your page does get picked up by searches, you can still see this and identify the keywords used.
The ability to see the engagement on this campaign as well as just the amount of people reached is essential, because in addition to measuring the effectiveness of the landing page, it will also help you see if the print campaign is getting the right leads to the website. It would be better to have 100 leads with a 10% conversion rate than 1000 leads with a 1% conversion rate, as if you’re paying for print by the number of items to print.
Setting up conversion tracking on your landing page means that you can see how many of those leads actually went on to do what you wanted them to do. Whether that’s clicking to buy, downloading a brochure or attending an event, using conversion tracking is essential to monitor that. A good web designer will be able to incorporate this into a design.
Whilst converting of course! The idea of giving out coupons is not exactly revolutionary but at the same time, it can be very cost effective in comparison to digital coupons. On average, digital coupons tend to perform 35% better when it comes to bringing in new customers, retaining existing customers, and raising brand awareness. However, printed coupons typically provide a higher return on investment, with digital coupons typically getting a lower ROI by 18%.
If you’d like more information on using print alongside digital marketing, get in touch with the team.