We sometimes get asked “does print or digital marketing make a company’s brand more sticky?” In our opinion, both are highly effective and we recommend using both whenever possible. You never know how someone will find you, and they both can feed each other.
Print is tangible, trustworthy, calming and traditional
There is something comfortable about holding printed paper that doesn’t glow on a screen. Maybe because it is traditional, or maybe because it feels good to actually touch and feel something when we are trying to relate to words or images. One thing is certain – a pop up advertisement will not unexpectedly pop up to distract us when we are looking at printed content.
Also, especially in advertising, print seems to further stimulate trust in a potential customer. When they can hold something in print to go along with something digital, an increase in trust occurs. A recent Washington Post article discussed the fact that even today’s university students, who have been raised on digital media, express a preference for reading print.
The format of print magazines define your target audience
Really effective content marketing focuses more on engaging and connecting with an audience than on marketing. This dynamic is precisely why print magazines provide an ideal way for a business to brand itself.
By its nature, a magazine speaks to a defined audience with a distinctive, authoritative voice. Think of any successful magazine, – Rolling Stone, National Geographic, Guns and Ammo, Cosmopolitan, Teen Vogue – and you have a sense of the publication’s voice and target audience. They wouldn’t be able to tell their readers compelling stories without first defining those two things. This is also what you must do in order to create a successful content marketing strategy.
Print magazines are viewed as authorities in their field
With all of the fluff, nonsense, and random ideas saturating the internet, print magazines retain a certain dignity. We are used to looking skeptically at stuff we read online, but we expect more reliability and seriousness from printed content.
Unlike digital information, print is fixed and immutable. You can’t go back the next day and correct mistakes or remove it from circulation if you decide it doesn’t represent your brand well.
Taking the time to put your content in print magazines and have it distributed usually means you’re proud of it and believe others will benefit from it. It gives your audience reason to trust your authority as well as the stability of your brand.
Print magazines will reinforce your brand and build loyalty
For decades, consumers have found pleasure in reading printed content for entertainment, learning, and finding discounts or promotions. Even in today’s digital world, they still turn to print for the same reasons.
It has been proven that consumers will go out of their way to use a coupon to try something new or re-experience something they’ve tried and enjoyed previously. Coupons and exposure ads in print magazines create traffic for businesses, and companies who advertise in print tend to build a loyal customer base because of it.
Most importantly, business owners and marketers should keep this in mind: If your competitors advertise in print and you don’t, they’re more likely to gain the business of consumers who see their ads than you are.
Digital Marketing Makes Your Brand Sticky
It seems everywhere we go, digital marketing is prevalent. This is true even in countries with less advanced digital technology.
The main reason for companies to use digital marketing is because their competitors do. Opportunities for increased exposure and sales can be missed because a company does not have a website or an active presence online.
An online presence is a great way to build credibility. Also, it is excellent for consumers to learn more about a company and what they have to offer.
Today, many manufacturers, including Campbell’s and Nabisco, put coupons on their websites for consumers to use at grocery stores. Contests and giveaways are effective ways to generate interest and build awareness online, and a solid social media presence is helpful to generate attention from consumers.
How to brand with digital marketing
Further defined, a brand is a company’s promise to their customers. It tells consumers what they can expect, and it differentiates a company’s products or services from their competitors. A company’s brand creates an impression or image in the minds of others.
Videos, for many businesses, may be a perfect tool for branding. Videos engage more senses in viewers by combining audio and visual to make messages more memorable, and they plant a brand in a potential customer’s mind. Then, when they’re ready to make a purchase, they usually remember what engaged them the most.
Traditional printed brochures have been used for decades in marketing, and combining them with videos in the form of video brochures has become greatly successful.
Video brochures are practically like TV commercials recipients can hold in their hands, but they’re much less expensive. The videos can be brief or long depending on how a company wants their message delivered, and there are many benefits to using them.
During the video, logos with colors and symbols can be used along with catch phrases or songs. Narration or moving text can be combined with visuals of products or services to formulate a company’s image in the minds of viewers. Furthermore, the design of the printed content can be used to display logos, colors, catch phrases and bullet points or testimonials to improve the effect of a presentation.
Branding with digital devices impresses potential clients
Video brochures are state-of-the-art marketing tools that can be used in a variety of ways. All over the world, companies are using them for exposure, recognition, selling, recruiting, training, raising awareness and branding.
This is also true for other digital marketing pieces like DVDs, Blu-Rays, digital business cards, and POP displays that include video screens to play videos for consumers to watch.
Research indicates they are not viewed as throw-away advertising pieces and recipients regularly share them with co-workers and decision-makers. State-of-the-art marketing tools grab attention and deliver messages that engage viewers and create admiration and respect.
Research also indicates they create the best ROI. There aren’t many better ways to affordably impress potential clients for companies to boost their brand.
To learn more about these 2 ways guaranteed to make your brand more sticky, contact us today.
Having owned an advertising magazine in Utah, I’ve worked in marketing for over twenty years.
I started writing for MediaFast in 2014. The first time I held one of their video brochures, I thought something like, “Wow! This blows away our magazine and any other print advertising I’ve ever seen. This is like a TV commercial, and I’m holding it in my hands. Amazing!”
Since then, video brochures, video mailers and video boxes have become leaders in marketing performance. It’s a privilege to write about them. I also love MediaFast—with its top-notch product quality, industry leading customer service, and all of the wonderful people I get to work with.