Combine The Power of Print And Digital
9 Ways to Integrate your Marketing
Your customers have the Internet in their back pockets now. Whether it’s through Google search, social media, reviews, recommendations, instant messaging, text or emails, digital communication is the new word-of-mouth.
Get more out of these channels by integrating your digital marketing with print.
There will always be a need for printed material, whether is flyers for your next direct mail campaign, a poster for your in-house displays, outdoor advertising or banners and brochures for your next event.
Print gets you past overloaded inboxes, online ad-blockers and reaches people when SEO and Wifi can’t.
Pack a more powerful punch by integrating your digital campaigns AND your next print run.
DigiGal’s infographic shows you 9 easy ways to Combine Print and Digital
PRINT & DIGITAL 9 WAYS
Create a brave new world where your printed words and images work in tandem with digital content, where your messages flow seamlessly across page and screen.
1.Personalise your message with Variable Digital Printing
2.Combine Print and Digital with Optimised Graphic Design
3.Make Social Media Sharing Easy, Everywhere
4. QR Codes & Personalised URLs to track traffic
5. Use Direct Mail & Email Together
6.Discover E-publishing and Digital Publisher
7.Go Mobile with Smartext Messages
8.Drive Traffic with a Call To Action
Learn more about integrating print and digital below…
1. Personalise Your Message with Variable Printing
Personalisation is possible online and offline too.The combination of Variable Digital Print technology and better customer data allows us to personalise your print collateral.
With Variable Digital Printing, you can create personalised print collateral in tandem with your customer’s data and digital footprint.
You can embed tailored, personalised messages in graphics and images.
Every page in that next print run can be personalised without slowing down the print process.
Why bother? Personalisation delights. It makes the moment memorable for the recipient. It can lead to the irresistible need to share on social media.
- Personalised direct mail messages, based on your customer purchase history
- Personalised consumer packaging. Add your customer’s name to product labels or packaging stickers before delivery.
- Personalised promotional products in an event goody bag, tailored with your delegate’s name.
- Personalised offers in your flyer drop based on your client’s location.
Why not use variable printing in conjunction with social media campaigns?
Encourage your subscribers to sign up for free goodies and offers on the social channels they follow the most.
Take it beyond demographics like gender and age. Add context to their experience of your product and how they interact with you. A printed flyer could have different messages.
ONLINE & OFFLINE
2. Combine Print and Digital with Graphic Design
If you’ve invested graphic design time, creative energy and expense in your next print campaign, be sure to translate these into online graphics. Create a consistent visual identity in all of your marketing collateral.
Great graphics mean more clicks and that’s where we can really help you.
As well as the campaign design, Snap creates custom graphics.
We will create a campaign template that suits your business across every platform for a consistent branded campaign.
You should send out a the same visual message across print and digital; whether it’s your website hero banners, slide-decks or social media ads and posts.
It works both ways.
If you have invested in a great visual content online, like an amazing infographic for your website for example. Be sure to incorporate this into your event signage, window display banners, posters and printed sales collateral.
Let us take your visual assets into any channel. We know what it takes to bring your images online and offline, optimised to suit all formats.
We know Image quality is key.
Save yourself some time and do it all at once at Snap with our graphic design teams.
3. Make it Shareable on Social Media
Have you a good following on social media? Would you like to grow it?
Use it as the perfect springboard for launching your printed marketing campaigns. and vice versa.
- Tell your prospective customers about the new catalogues, offers or coupons heading their way using social posts.
- Generate a campaign hashtag and use it in print. Another simple way to link with digital campaigns. Hashtags should be short, sweet and simple so readers can easily remember them. Hashtags help your audience dip into the conversation, join a community or find more entertaining and educational content online. This is their virtual rallying point.
- Insert social media buttons, short URLs and social media handles into your printed materials. This includes business cards, flyers, brochures and POS.
Make it easy for your audience to connect with you online. Earn yourself more followers. Direct them to competitions. Gain more Likes.
SHAREABLE ON SOCIAL
QR CODES &
4. Track Media Crossover
Build a trackable bridge between your printed marketing and online channels.
Use QR codes and personalised URLs to enable recipients to jump from print marketing into your landing page. All they need is their smartphone.
Research shows the smartphone is the primary device for Irish consumers – 86% own or have access to a smartphone, compared with laptops (80%) and tablets (60%).
Encourage your audience to scan QR codes by embedding them in your printed material.
Deliver deeper, more interactive information via print this way.
Go one step further. Generate personalised or varied URLs on your printed material to help you track different customers in each segment or territory.
Now you can cross-pollinate and harvest some interesting data like:
- who picked up your printed material,
- when they did it,
- where they went to next.
Take it one step further and use Dynamic QR codes. These can be can be edited at any time, even after printing.
5. Combine The Power of Direct Mail with Email
A direct marketing campaign works better when you continue the conversation online and vice versa.
Why Direct Mail?
Printed direct mail is a great way to re-connect directly with clients in the real world.
A novel, tactile way to delight millennials who live in data filter bubbles online.
A creative, imaginative and personalised printed mail campaign delights your recipient. It gets you past all those inbox spam filters if you send out good-looking and useful document.
But once you’ve got their attention, be sure to backup your offers and news with online content.
Deliver your recipients with
- Easy ways to buy from page to screen. Send them to a landing page that converts.
- Take them to a video that entertains or demonstrates your product
- Give them something fun to do like a Photo caption competition on Facebook.
Why go with Email?
Use emails to deliver the same message online when you need to reach more people, more quickly, and on mobile. Cover vast geographic distances at a lower cost with email.
At Snap, we can convert your direct mail graphics into email flyers and vice versa.
COMBINE DIRECT MAIL & EMAIL
E-PUBLISHING, SLIDE DECKS & DIGITAL PUBLISHING
6. Share More with e-Publishing & Digital Publisher
If you create newsletters, training manuals, product catalogues, reports, or any heavy duty printed collateral on a regular basis, this is for you.
You can convert your heavy- duty and seasonal printed publications into online documents in a variety of ways.
Use our E-Publishing and Digital publishing solutions.
We can also convert your brochures into Slide Presentations.
Deliver more of your in-depth information, faster, further and at a lower cost. Reach people when they’re on the move.
Distribute it via email, Social media or app download.
Transform your publications into shareable, mobile and trackable digital assets.
Features you can add include:
You can add
- Rich multimedia
- Music and Audio files
- Links to related web pages and documents
- Page Links directly to related information within the ePub.
- Email links for easy communications
- Internal search for fast tracking to pages of interest
Talk to Snap about incorporating more of these features into your next Digital Publication.
7. Go Mobile With Smartext
SmartText brings SMS marketing to the next level. Translate your direct mail campaigns from mere text into richer, more interactive graphic text messages.
With Smartext, you can deliver promotional messages to your customer’s smartphone as a mobile landing page. Your offers appear visually, embedded and linked to the Internet.
A Smartext contains rich details of your promotion using an interactive mobile page, complete with a call to action.
Recipients can click for more details, use “touch to call”, or send an email inquiry directly from the page.
How does it work?
At Snap we can design the SmartText Page with your branded graphics.
We can send your text broadcast on your behalf or simply design the page as we would a flyer and give you a short link to include in your broadcast.
Bring your message to a thousand fingertip at once.
USE A CALL TO ACTION
8. Use a Call-To-Action.
Drive Traffic from print collateral to your digital chanels. Don’t let your printed marketing material be a passive document. Turn that old school ‘Show & Tell’ approach into a “Come And Join Us” moment.
Always incorporate CTAs (Call-to-Actions) in your product offer or branded content. Always give your audience something to do next.
Seasoned Marketers will also answer the “what’s-in-it-for-me” questions while they’re at it AND integrate print and digital campaigns in their call to action.
Why not combine direct mail with social media or e-commerce promotions. Some examples…
- Encourage consumers to follow your social media page for a lucky draw
- Tell them to subscribe to your mailing list or ‘club’ for regular product offers,
- Include special promotional codes to incentivise online shopping,
- Tell them to download a complimentary guide, game, or watch a video.
A call-to-actions driven from print could open up more online engagement.
Every click-through is also an opportunity to harvest reliable customer data.
Need to re-design your next campaign? Need help upgrading your print collateral?
PLAN YOUR ROADMAP
How to Create a Roadmap for Combining Print and Digital Campaigns
We’ve shown you a veritable dashboard of tools to help you cross the print and digital divide.
Turbo charge your marketing even further with a roadmap.
Before embarking on this journey you’ll need a strong sense of direction.
The creative content in your campaigns will depend on the following:
1.Write down your goals and priorities
Is it Increased Website Traffic, more followers and subscribers or sales leads?
2. Be clear about who you are targeting
This determines your campaign content. What solutions do they require? Is it Thought leadership or entertaining storytelling they want?
3. Map out the digital footprint and offline journeys of your target customer.
When and where will they be responsive to your messages
4.Create a content calendar
That integrates print and digital messaging in tandem.
5. Agree on the format you content will take online and offline.
Will you be sharing infographics? Will you be creating a more detailed white paper or ebook.
6. Make sure the information you send out is shareable, trackable and flexible to adaptation.
7. Communicate and coordinate within your organisation.
Allow teams to see the complete picture. Allow the sharing of data across departments.
8.Monitor your KPIs regularly.
Adapt the online message accordingly
9. Listen for feedback
Always provide a point of contact in all your channels. Allow your customers to talk back.
For more information on how to build your business with the power of print and digital contact your local Snap Centre or call us at 1850 812002.