Using Digital Print as an Audience Engagement Tool
Digital print is a powerful tool for audience engagement. As consumers are bombarded by new brand messages with every tap of their smartphones, personalized printed materials present an increasingly rare opportunity to cut through the noise.
“Companies can now take advantage of digital printing capabilities to deliver truly 1:1 personalized marketing that was once only attainable through digital marketing efforts,” says Tim Curtis, president and COO of CohereOne, a data-driven direct marketing agency. “The targeted 1:1 message is coupled with the higher response rates and conversion metrics of print. Win-win!”
Curtis explains why the “Digital Printing for Professionals” course is an important investment for today’s marketers. He also discusses how data technology is transforming direct mail.
In a hunger-games world of competition, it’s more important than ever for professionals to stay up on the latest developments in strategy and tactics in real-life scenarios. It’s also important to learn how others are deploying methodologies that are delivering strong results. After all, print has a window of opportunity at the moment to become a more significant part of the marketing mix … but only if we can articulate that value.
Brands that are seeing positive, incremental success are those that aren’t afraid to embrace the paradox that print is emerging as a digital champion. In other words, print strategies are successfully being deployed at all levels of the marketing funnel. As an air of uncertainty engulfs the digital marketing landscape, it’s a rare opportunity for print to offer a complementary solution.
Advancements in data technology coupled with evolving methodologies have brought new life to digital print. As online-only retailers faced challenges with continued growth, they became receptive to conversations about print. Nowadays, data technology allows print to solve for challenges of acquisition, retention, and reactivation as good as (and better in many cases) than digital marketing efforts. As an example, let’s look at email. While a healthy, robust email program is vital, some companies have maxed out with anywhere from daily to twice-daily sends. The data technology that informs those lucrative email remarketing programs can also power complementary postal remarketing efforts. The postal retargeting numbers have been incredible!
Print budgets are increasingly under scrutiny, so it’s important a few principles are followed. For starters, reporting should focus at the contribution level as a point of validation. Print is incredibly powerful, but it often is singled out for elimination because of the old school connotation. We must be advocates and inform how print moves the needle financially for a company. At CohereOne we focus on integrating elements of digital marketing to inform print segmentation strategy with strong results. By better understanding a brands’ digital marketing efforts and efficacy, we’re able to advocate for opportunities throughout the sales funnel where print can impact success. It’s proved to be a winning strategy.