Why today’s marketing strategies need a print and digital mix

Back to print: In today's multi-marketing world, print has a key role to play.

Once a marketing powerhouse, print-based campaigns have been thrown plenty of shade by the relentless march of digital in recent years.

But Simon Hartlett, who is Innovations Director at agency Go Inspire, says there is smart money to be made in strategies that combine a mix of print and digital…

Simon Hartlett, Go Inspire

The rise of digital platforms and ongoing global economic challenges undeniably impact our industry.

However, the importance of print-based marketing cannot be underestimated – now more than ever. Print and digital must work in synergy to deliver more powerful results.

Marketers still crave bespoke, standout products that engage customers effectively. Yet, in today’s climate, cost-effective solutions are equally essential.

The key to success lies in creative product development: taking a client’s ambitious idea, which may face constraints – from budget restrictions to return on investment concerns – and adapting elements to maintain their vision within feasible parameters.

A holistic and adaptable approach is critical to providing personalised, streamlined, end-to-end campaign services.

This entails assessing client requirements alongside factors such as budgets, timelines, and market appetite.

Back to print: In today’s multi-marketing world, print has a key role to play.


Practical tips:

Step 1: Do your homework

Analyse your customers’ available data and leverage insights from their past purchasing behaviour to understand their motivations for repeat purchases.

Complement this with relevant third-party data whenever possible. Tie in the audience data to tailor your product to your objectives before designing standout elements or producing materials – resulting in cost savings.

Partnering with insights-rich allies can help clients develop a bespoke asset pipeline.

Strategic pre-planning like this enables businesses to make substantial savings on print costs, ultimately improving their bottom line.

Step 2: Sell the dream – within reason

Workshop with the client and encourage them to unleash their imagination without limitations.

Collaborate using your expertise and production knowledge to deliver the campaign within budget, without compromising the impact of their initial vision.

Step 3: Work smarter, not harder

If possible, analyse existing processes or initiatives to identify strategies for comparable effectiveness while reducing expenses.

For example, use segmented data to transform a 300-page shopping catalogue into a targeted 16-page version for specific markets, like gardeners or car enthusiasts.

Additionally, utilise existing transactional data to analyse shopper engagement and habits, allowing for intelligent expansion of the target market to specific locations, even enabling data-driven door drops.

At the core of this financially savvy marketing innovation are two fundamental principles – product engineering and product re-engineering.

Product engineering

This entails innovative design, taking a client’s concept and creating a standout product that effectively engages consumers.

Refocus on the client’s objectives, leveraging production knowledge to ensure a viable and compelling message.

The primary goal is to deliver a standout brand message that captures the target audience’s attention immediately upon opening the communication.

Image by Steven from Pixabay
Standing out: Brand messages need to captures the target audience’s attention immediately.

Crafting a compelling creative proposition is essential to entice recipients to engage further with the content.

Additionally, the interaction must lead to a clear call-to-action, prompting a two-way conversation.

Aligning the production process with these objectives enables the client’s brand to establish a strong presence, resonate with the audience, and foster meaningful engagement that drives desired outcomes.

One often overlooked desired outcome is an increase in the digital data footprint, providing the brand with more insights to enhance the customer journey regardless of the channel.

Product re-engineering

In the past, organisations approached us with specific content needs. Nowadays, they often possess the assets but seek improvements in cost-effectiveness.

With raw material costs nearly doubling over the past year, confidence in ROI is crucial.

Enter “product re-engineering”: taking an existing product, auditing the content, and finding intelligent solutions – like more efficient production processes – to reduce costs without sacrificing impact and engagement.

As budgets tighten, marketers must rely on the right expertise to reach for the stars without breaking the bank.

Creative product development and strategic thinking enhance the synergy between print and digital. Marketers who can embrace this will optimise costs, enabling impactful and engaging campaigns.

That is financially savvy marketing.