Technology has drastically improved the way we run our businesses, allowing us to utilize digital marketing techniques, social media and other quick and innovative tools to help drive sales. But despite its success, digital marketing can’t replace important, time-tested processes of marketing. Too often people think paperless approaches will simplify and streamline their work, but we’ve found that paper and traditional marketing techniques still provide unmatched value. Here’s why:
1. Traditional marketing forces your team to dig deep
If you’re doing digital marketing the right way, you’re collecting and analyzing data, you’re planning in advance, and you’re executing according to a well devised plan. But, all too often we see companies and clients applying digital marketing techniques without any of the work required to ensure success. You can’t expect to begin posting on social media and automatically see sales rise. It doesn’t work that way for most. You can’t expect to outsource SEO and see your search rankings improve drastically. Encourage your team to work on paper, to brainstorm approaches and tactics that aren’t easily implemented. This doesn’t mean abandoning all digital approaches, but rather, take the traditional route to improve and expand your marketing process.
2. Paper is still the best tool for some jobs
Think about this–paper can’t break, run out of batteries, experience security breaches or have to be updated or upgraded. Whether we’re talking about marketing strategy reports or direct mail campaigns, don’t write paper off before you’ve weighed the value it can provide to your marketing.
3. Your target audience may not be invested in digital media
We recently worked with a client who wanted to launch a large-scale social media and digital marketing campaign. As we discussed the project in-depth, data showed us that their target market consists of women in and older age demographic, many of which aren’t active social media or Internet users. Immediately we knew that a digital marketing campaign wouldn’t render the results this client was looking for. This client needed a combination of digital and print marketing tactics to reach their goals. Be sure to gather data about your target market’s digital media usage and everyday behaviors. You may find that printed marketing pieces like mailers or magazine ads are still the most impactful way to reach your desired audience.
Divvy specializes in print and digital marketing support. For more information about our print automation services, or social media content management, please contact us. We’d love to help you create the right approach for your business.