Is print the missing ingredient in your marketing mix?
Are you tired of constant marketing emails from brands? Bored of getting the same old offers that don’t really add any benefit to you? Or are sent to you months after you were initially interested in an item? After all, brands should know you. You’ve purchased products or services from them in the past. And, in doing so, handed over a lot of your personal information.
As consumers, we expect brands to live up to their promises. We want to be convinced that we should spend our hard earned money with them. A ‘digital only’ approach is no longer enough. The flood of emails in our inbox and the so-called ‘personalised’ offers are being ignored – or worse, going straight into ‘junk’. We need to go back to marketing 101, putting customers at the heart of our campaigns. As consumers, we want choice. We want to engage with brands at a time and in a format that suits us. By doing so, we’re more likely to respond and take action.
That’s why it’s time for marketers to add print back into the mix. Printing on-demand offers targeting, the timeliness of digital marketing and the tactile benefits of print, allowing brands to cut through the noise of the cluttered media landscape and make a real impact. Digital print can also add measurable value to omni-channel marketing campaigns.
Print isn’t expensive. It isn’t wasteful. And it certainly isn’t slow. With print on demand, brands can produce exactly the number of copies they want, when they want them. With digital print, you also have scope to change imagery or copy as campaigns evolve.
Print marketing can…
Thanks to ‘programmatic print’, you can now tailor specific messages to target audiences at a relevant time. Using data and behavioural insight can deliver far more valuable personalisation. The result? More effective campaigns. The agility of programmatic print means that highly personalised materials help brands to differentiate themselves from the competition.
Brands, like Bonprix, adopting this dynamic and highly personalised approach to print marketing are already seeing measurable commercial returns. Engaged customers. Emotional cut-through. Improved responses. All resulting in increased sales, giving them a far more valuable outcome – long-lasting brand loyalty and advocacy.