Month: August 2016

Print And Digital: Integration For Real Marketing Power

 They said that the phonograph would kill live performances. They said that television would kill radio. And now they’re saying that print is dead. Of course none of this is true. Just as recorded music and live performances coexist, so do television and radio, and digital and print. It doesn’t have to be one or the other.

Print is here to stay and it’s still a powerful weapon in a marketer’s arsenal.

  • Magazine and newspapers have the highest ROI, at 125%, compared with other ad mediums including TV and digital, which weigh in at 87%. (GfK Panel Services)
  • Direct mail requires 21% less cognitive effort to process than digital media (5.15 vs. 6.37), suggesting that it is both easier to understand and more memorable. Post-exposure memory tests validated what the cognitive load test revealed about direct mail’s memory encoding capabilities. (Roger Dooley, Forbes Magazine)
  • 70% of people exposed to direct mail recalled the brand name, as opposed to 44% who were exposed to digital. (Roger Dooley, Forbes Magazine)
  • Print is still a top-of-funnel medium. (American Marketing Association)
  • What continues to make print ads valuable is the (nearly) undivided attention that readers give to magazine and newspaper content, rather than multitasking like they do when consuming digital content. (American Marketing Association)
  • Subjects gave greater interest and memory for physical media. What’s more, print media induced more brain activity that is associated with value and desire. (U.S. Post Office)

With digital media you are depending on a viewer to find your website. Only once they’ve found your website can you deliver your message. With printed brochures, direct mail and print advertising you are putting your message in the viewer’s hand. If flyers didn’t work do you think that the most successful retailers on the planet would invest heavily in them? Print still has the power to entice and lure customers.

As a marketing advisor to many businesses across Canada, I want to reassure you that you do not have to make a choice – it doesn’t have to be one or the other. Print and digital complement each other. Integrate the two for real marketing power.

 

Social Media is Not a Do-It-Yourself Project

Social media isn’t just about tweeting where you ate last night, posting vacation photos on Facebook  or finding a date on Tinder. It’s serious business for companies that are serious about attracting and  driving targeted customers to their website and converting leads into customers. In response to the  importance of social media in business, colleges and  universities now offer degree programs in social media – Seneca College (Certificate in Social Media), University of Florida (Masters Degree in Social Media) and Georgetown University (Certificate in Social Media Management) are just a few offering social media degrees. And there’s a rise in social media-oriented M.B.A. programs.

What can social media do for your company?

Every company can benefit from social media. Here are 10 great benefits that your company can derive from a well planned and well executed social media campaign.

  1. Generates leads in a very cost effective manner
  2. Helps establish your brand & increases brand awareness
  3. Builds brand loyalty
  4. Increases website traffic
  5. An excellent platform for engaging with your customers
  6. Helps you reach a targeted audience
  7. Expands your reach
  8. Helps build relationships
  9. Delivers higher conversion rates
  10. Decreases marketing costs

 

Who is using social media for business?

According to the Social Media Examiner, 96% of marketers are using social media.

Why isn’t social media working for my company?

Unfortunately, social media is not a do-it-yourself project. It’s a specialty that requires a particular expertise and skill set. Just as you’re the expert in running your business there are professionals whose expertise is social media.

They understand the science and art behind it and the subtle nuances that can make a big difference in results. Social media requires a strategy, the content that will deliver results, and the analytics to measure those results.

It’s not as simple as just writing a tweet, hoping for the best and expecting results. If you haven’t been seeing results from your social media efforts, I strongly urge you to contact a marketing agency or a consultant to manage social media for your company. With proper expertise in place your social media campaigns will deliver results.