What is the magic of multi-channel marketing? It’s where physical plus digital makes more than their parts combined. Smart marketers compound the powers of physical and digital marketing–or “phygital” as we at Ironmark like to say–by blending the two through an omni-channel marketing strategy. While there is no one-size-fits-all approach to print and digital marketing channels that attracts and engages audiences, you can create an effective mix of both that far outperforms a one-channel strategy.
By combining both print and digital strategies to create cross-referenced touchpoints across a variety of marketing channels you can achieve unparalleled audience reach, engagement, and overall impact.
Related: Telling Your Brand Marketing Story in Print and Digital Media.
What Is Omni-Channel Marketing?
Omni-channel marketing is a comprehensive approach that integrates multiple marketing channels seamlessly to provide a unified, consistent experience for customers across all touchpoints. It aims to create a cohesive brand presence and customer journey by allowing individuals to interact with a brand through various platforms such as:
- Physical Store Signage
- Brochures
- Direct Mail
- Websites
- Social Media
- Mobile Apps
- And More
The key focus of omni-channel marketing is to deliver a personalized and frictionless experience, enabling customers to transition between channels effortlessly while building a consistent brand message and level of service.
Print and Digital Make Marketing Magical
Let’s look at some of the best practices and examples of how marketing professionals can seamlessly integrate physical and digital omni-channel marketing that resonates with target audiences across their buyers journey.
- Print-to-Digital Integration: One prevalent and effective way to combine print and digital channels is through QR codes. You can use these simple icons on printed materials like business cards, brochures, posters, menus, or more and have them direct users immediately to specific landing pages, promotional offers, or social media profiles. For example, an automotive dealership can include catalog QR codes that lead customers to online landing pages with more specs about the car, a 3D view, videos, and more. What is the best part about multi-channel marketing? This amalgamation effectively brings the product to life for the customer.
- Digital-to-Print Amplification: Conversely, digital platforms can promote and amplify your print materials. Social media ads, landing pages, email newsletters, or other touchpoints can showcase print campaigns, events, product launches, catalogs, or more. You can entice followers to visit physical stores or engage with printed materials by offering incentives like in-store discounts, free samples, or other experiences that can only be enjoyed at the location. In this way, you’ll turn online traffic into foot traffic.
- Omni-Channel Marketing: Of course you can also implement omni-channel campaigns that seamlessly integrate both print and digital touchpoints. For example, a restaurant can send out printed menus with QR codes for online reservations or delivery orders. Simultaneously, you can run targeted social media ads showcasing customer reviews, behind-the-scenes videos, and interactive polls to enhance engagement and drive foot traffic, surrounding the consumer with your messaging both online and offline.
- Cross-Promotional Events: Another way to leverage print with digital is by organizing cross-promotional events. You might partner with influencers or local businesses to host live events or workshops that lead to your door. Promote these events through printed flyers distributed in-store or mailed to target neighborhoods, as well as digital social media campaigns that furnish event details, RSVP links, and exclusive online giveaways. So what is multi-channel marketing good for? It’s another way to wrap your consumer up completely in your messaging.
- Personalized Direct Mail: We are huge fans of personalization, as study after study proves its effectiveness. To create a personalized campaign, you can tap data-driven insights from digital platforms. Use customer preferences, purchase history, or online interactions to tailor the content, offers, and messaging. For example, a travel agency can send personalized postcards featuring dream vacation destinations based on customers’ past travel interests or searches. These resonate big time with consumers, and pull the best of print AND digital.
- Targeted Print Ads: Similarly, you can combine the precision of digital targeting with the impact of print ads. Use data analytics to identify high-converting digital audiences and create targeted print ad placements in relevant publications or outdoor locations. For example, a fitness brand can target gym-goers with print ads in fitness magazines or billboards near popular workout spots.
- Interactive Print Collateral: You can also enliven your print campaign by enhancing its interactivity with digital elements. Folding augmented reality (AR) features or NFC (Near Field Communication) technology into brochures, packaging, or promotional items captivates attention and sparks positive word of mouth feedback, but also provides valuable insights into customer engagement metrics. By providing more information customizable to the user, you’re giving them a true personalized experience.
- Multi-Channel Tracking and Analytics: Then measure! Implement multi-channel tracking and analytics tools to measure the effectiveness of integrated campaigns. Monitor metrics such as website traffic from QR code scans, social media interactions linked to print promotions, and conversion rates from targeted print ads. Use these insights to optimize future strategies and allocate resources more effectively, for an even better integration in the future.
Related: You’ve Got a Print Ready File? Now What?
Master the Multi-Channel Marketing Mix
By creating a harmonious, cross-referenced print and digital channel blend, marketing professionals play to the strengths of each, creating impactful campaigns that resonate with audiences across various touchpoints. Whether it’s through print-to-digital integrations, digital-to-print amplifications, omni-channel marketing, cross-promotional events, personalized direct mail, targeted print ads, interactive print components, or tracking and analytics, the fusion of print and digital opens endless possibilities for maximizing audience reach, engagement, and overall brand impact.
We can help you master the multi-channel marketing mix that will captivate your customers. Let’s make the whole even greater than print plus digital.
