Printing Innovation Asia Issue 6 2020
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Print Marketing, A Digital Champion Marketing is an area that used to be all about print. Nowadays, it might seem like this industry has moved its efforts to digital, but print marketing is still very much alive and well. Turns out, print is actually a powerful driver, giving digital the push it needs to succeed. Being “data-driven” might be the “in”thing right now, but working with direct marketing has actually been around for a while. It used to be about catalogue marketers and direct mailers, but whatever might be your strategy or resources of choice, even experienced agencies recommend not giving print marketing the boot in favour of digital. In fact, the two actually complement each other. Optimum Channel Mix Sure, going only with digital might be cheaper but the impact is also a lot lower. With print, you get what you paid for: high touch, high impact – giving critical messages the attention they deserve. Print can touch a customer
multiple times per year or season and it’s a touch that actually drives action, keeping top-of-mind awareness high. Analogue [oder: Printed] direct mail has an average response rate from 4,9% to 9%, while digital channels only have conversation rates of 0,77% to 1,3%. The 2018 DMA Response Rate Report proves that even Millennials, who are said to be fully immerged in the “digital age”, are likely to open and read catalogues when they get them. If done correctly, print can give all marketing efforts a boost. Optimum channel mix simply has to include print marketing! And there are some
Print Success So, how do you do print marketing correctly? First of all, success looks a little different now than it did in the past. It’s not as linear anymore. Nowadays, a catalogue is no longer a channel but a powerful driver pushing customers online or to a physical store location. Catalogues, just like packaging or other print products, are brand showcases, giving your company the option to tell a brand story – directly or through the use of thematic product spreads. A catalogue is meant to inspire your clientele. Other print campaigns like direct mail need to motivate your consumers to do something
