Print Marketing is still relevant
Published April 14, 2014 at 8:19 am
As digital devices and wireless mobile technology allow more people to take advantage of online shopping opportunities, it’s important to have a presence in the digital space. While e-commerce has certainly shown no signs of slowing down, traditional marketing is still a relevant and effective way to reach out to customers.
Perhaps it should come as no surprise that e-commerce sites recognize the tried-and-true value of print. Interestingly, a recent Adweek article discusses how e-commerce sites are turning to more traditional marketing methods, as some companies that are entirely based online have started to send print materials to their customers.
There is value in providing tangible marketing materials to customers. Receiving mail can be exciting, and the experience of a browsing through a catalog is different from what customers experience when shopping online. A catalog can be more specific to a certain collection of product offerings, and by targeting customers most likely to be interested in those products, marketers can put print materials in their hands that they will be able to revisit again and again.
Delivering print marketing materials directly to consumers also gives companies a chance to provide tailored offers that can be finely targeted. E-commerce brands are recognizing these advantages and using print materials to enhance their online business.
Direct mail allows marketers to reach their most valued customers with offers best suited to them. It’s also a more personal way of communicating that can go a long way in developing strong customer relationships. It’s important to remember that although digital is an important space to cultivate a presence in, not everyone has embraced the internet as a primary mode of shopping. Although e-commerce is here to stay, depending on your target demographic, print still offers big marketing advantages, no matter where your business is based.