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Rethink Ink on Paper in the Digital World

Now is the perfect time to take a second look at your print marketing approach, update your message, and refresh your brand image. But before you do that, it’s important to understand the role that print media plays in this digital age, where technology is shaping the future of marketing and consumer engagement.

1. Invest in Customer Retention

We’re all aware that the cost of retaining customers is less than finding new ones, so it’s in your best interest to use a multichannel marketing program that is consistent to keep customers engaged with your brand and products. Perhaps you’ve opted for e-newsletters and email marketing and have abandoned your print newsletter, but now your emails are getting lost or have hit deliverability challenges created by anti-spam legislations. Print media is still a great way to keep your company top-of-mind with your consumers, so consider emailing a newsletter that delivers a personalized message using variable data.

2. Get to the Point

In today’s market, consumers have less time and more choices available to them. Tell your market that your brand is the only real choice, and do it in a succinct, powerful, focused message. Don’t ramble.

3. Understand the Customer

Step back and consider whether you are engaging customers through the proper channels and at the right time. Today, content is being created, delivered, and consumed in different ways than it was a few years ago. Make sure that it’s worth your consumer’s time to follow you on social media. Make sure that the QR code they’re scanning on your print media is taking them to a page with a specific call to action.

4. Freshen Up

If your company is about to see a new service or product hit, or a management change, or significant business milestone, it might be time to consider refreshing and updating your brand. While still preservice the existing equity of your brand, you can infuse new energy into your offerings by simply making slight revisions to your branding elements.

If you could use help navigating the world of print media that is ever-increasing in complexity, give us a call. Our marketing experts can help you get off to a profitable start this year!

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