Of course they can work in unison! Effectiveness of using both mediums together depends on the support and rhythm each pays to the other. Consistency of brand/design/message and the resulting information/statistics that help quantify and qualify will show the effectiveness.
Digital and print absolutely must be coordinated. This is Branding 101: present the same brand personality, messaging and style wherever you come in contact with your audience. Ideally, the designer who originates the brand style is the central point from which all other design work flows for a consistency across all media.
Absolutely! But print must evolve. Rather than being THE medium of choice, its role is becoming more supportive of other media. We are visual creatures, we like tangible things, and sometimes the internet is down. As designers, we must figure out where and how print can excel on its own, and when it helps propel other media forward.
Digital and print campaigns can work together effectively in marketing programs. They complement one another. Employing both approaches enables messages to reach different people in different places. Which gives your campaign a greater chance of reaching who yoy need to reach.
Digital is a great way to start the business lead funnel. Aiming for a wider swath and as you get to the more legit leads, tailor meaningful print materials to use in mailings or face-to-face exchanges. Clever packaging or experiential video brochures or popups have a wonderful way to keep themselves in one’s memory.
The best campaigns utilize both mediums. Sneak peeks, follow-up emails, and dedicated landing pages often swing a consumer’s inaction to action than from print alone.
The decisions must be consistent with how the target demographic likes to interact with brands. The more the digital and print can cross-reference one another in a campaign — e.g., printed QR codes on packaging leading to AR tactics that enhance the product experience – the more effective their combination can be. We’re in an era where consumers are getting smarter and more cynical about marketing, so we can’t just do the same design for a poster as we do for a social post — the two need to talk to one another in a unique way to create a more interesting experience for the consumer.
They have to coexist. Otherwise, there are missed opportunities to expand exposure.
Having multiple touchpoints is always important to improving conversions. We shouldn’t discount print as there is a large population that still engages with that medium.
Logo design, corporate colors and typography all work in tandem both for online and printed materials for effective brand recognition.
In my work in the non-profit sector, print and digital are often used in tandem. We can reach the greatest number of people and the widest demographic in that way. But right now, I feel more are using the digital avenue more than they are using paper. The issue with digital is, at some point, it just becomes too much, and it simply does not get seen. I feel the pendulum will continue to swing on this issue for some time.
Print and digital work wonderfully together if they’re used properly. Print pieces have limited space so that can be used to really bring excitement, whereas all the smaller details or legal explanations can take up as much room as necessary in the digital media.
We frequently use them to support each other. It is good for a client to see consistent messaging in all our spaces whether it is online or in store.
An effective marketing campaign is one that is aligned and consistent in its messaging and delivery … no matter how that is delivered. Thoughtfully, with an awareness of the message not just the media. Meet people where they are.
Digital and print versions can reach the same audiences, but they should be used together because there is more potential to increase the audience with digital campaigns. In order for them to be used more effectively, the digital and print campaigns should have a cohesive look.
Any way you can get your message, product, or service in front of more eyeballs, the better. Mixing digital with print is the best way to do this. Also, I have included QR codes on many pieces that link to a website or video to give the viewer more information. Print and digital don’t have to be enemies. They can and should complement each other.
The re-introduction of QR codes is a perfect example of print and digital campaigns working together. Most all my print pieces these days include QR codes that tie messages together for the end-user.
We have a specific marketing calendar based on the seasons marking plant bloom times and applicable yard maintenance. Our catalogs showcase products as they are in bloom and provide URLs and QR codes for how to videos our social media team puts together. Questions that come in on the social channels may also be answered in our podcasts, and the catalogs and ads include tips and/or sidebars based on what our customers are needing. We also do a lot of community engagement through sponsorships, partnerships, and speaking engagements. The print-digitalhuman presence allows us to provide info to our customers in the format they prefer.
We saw a real resurgence of QR codes lately so you can create a digital communication piece and most people know how to scan a QR code on a print piece to expect it take them to a landing page or microsite.
Digital can spread a message far and wide without raising or adding additional cost to a budget, working in concert with print, the campaign can also have a physical influence as well.
I have used print to drive traffic to my website — which sells books and paper items — quite successfully.
Its great to reach them online and then close them with a print piece once we know they are really interested. We are definitely running lower quantities, and giving them to the real buyer rather than everyone.
By using data points from print to not only track user metrics but to target digital efforts or portions of a campaign, engage a larger audience and demographic than one of those alone.
I’ve seen some successful telecommunications print campaigns that direct to sign up for services online. I’ve also seen retailers handing out discount coupons that direct them to social media. If they post a photo with a hashtag, they’re entered into drawings. There is a lot of room for cross platform campaigns
Almost every fundraising appeal that I design has a printed mailing with reply card and a giving link and includes an email appeal. We use print and digital communications interchangeably in our campaigns.
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